C360guide Banking

Customer 360 Guide for Retail
Banking
Salesforce, Summer ’23
@salesforcedocs
Last updated: May 16, 2023
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CONTENTS
Customer 360 Guide for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Industry Blueprint for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Reference Architecture for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Solution Architecture for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Business Scenarios for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Explore Solution Kits for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
CUSTOMER 360 GUIDE FOR RETAIL BANKING
Optimize your onboarding and service processes to become the bank your customers love.
The assets in this Customer 360 Guide help you build a vision and make a plan for digital transformation in the retail banking industry.
Learn with Trailhead
Architectural diagrams and business scenarios show you how Salesforce products combine with industry best practices to expand your
business capabilities. Solution Kits show you how to implement Salesforce-recommended cross-cloud solutions to common retail use
cases.
Industry Blueprint for Retail Banking

Examine the Salesforce view of strategy, product innovation, and partner relationships to enable front-end and back-end business
processes in retail banking.
Reference Architecture for Retail Banking
Map specific Salesforce products to the functional capabilities and operational activities of the retail banking industry.
Solution Architecture for Retail Banking
Identify the specific tools and resources that can help you deliver comprehensive automation solutions for your retail banking
business.
Business Scenarios for Retail Banking
Business scenarios help you bridge the gap between your organization's business capabilities and the solutions needed to achieve
your goals. For each scenario, discover a variety of Salesforce solutions that reduce your time to value and allow you to define a
roadmap to build out your organization’s functionality.
Explore Solution Kits for Retail Banking
Enhance your cross-cloud business by implementing one or more solution kits. Get product recommendations, workflow details,
and instructions to help you implement the solution from start to finish.
SEE ALSO:
Customer 360 Guide for Discrete Manufacturing Learning Map
Customer 360 Guide for Retail Learning Map
Customer 360 Guides: Quick Look

Examine the Salesforce view of strategy, product innovation, and partner relationships to enable front-end and back-end business
processes in retail banking.
The retail banking blueprint is a type of reference architecture that describes the end-to-end customer lifecycle. Use the industry blueprint
to understand how Salesforce Customer 360 platform capabilities help structure, organize, and support digital transformation.
• Map customer-facing business capabilities that are common to retail banking to the stages of the customer lifecycle across marketing,
sales, customer onboarding, origination, and fulfillment, through to servicing and the post-sales experience.
• Determine which capabilities are most important to your organization and prioritize implementation accordingly.
• Organize projects that deliver business value with maximum benefit.
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Customer 360 Guide for Retail Banking Industry Blueprint for Retail Banking
• Gain alignment among key business process stakeholders.

• Understand the high-level platform capabilities and the Salesforce partners needed to power your organization’s business needs.
Contact your Salesforce account team or a Salesforce partner for help with assessing the business and platform capabilities most suited
for your organization.
The typical lifecycle of a retail banking customer relationship has eight phases, from pre-sales marketing to relationship renewal.
Marketing and sales process management capabilities help retail banks acquire new relationships and deepen existing ones.
• Market: Retail banks require marketing capabilities to drive acquisition, customer support, and marketing operations strategies.
• Lead: Banks identify, segment, and nurture leads.
• Prospect: After a lead shows interest or a referral agrees to be contacted, sales activities focus on understanding the customer’s
needs and identifying products and services to recommend.
Onboarding, origination, and fulfillment capabilities include traditional compliance capabilities, building an understanding of the
customer, and connecting customers with products and services.
• Customer: Banks develop a deeper understanding of customer preferences. Compliance checks performed at this time are critical.
• Deposits and Lending: Origination, underwriting, documentation, and booking and funding processes are completed.
• Services: Banks set up services associated with a newly booked account, enable customers for those services, and execute documents.
Customer support plus renew and grow capabilities address customer needs as they evolve.
• Customer Support: Service levels vary depending on customer needs. Support includes basic transaction inquiries to researching
more complex service needs, which can include complaint resolution.
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Customer 360 Guide for Retail Banking Reference Architecture for Retail Banking
• Renew and Grow: Banks deepen connections with customers and grow relationships by advising on changing service needs.
Salesforce partners with independent software vendors (ISVs) and consultants to extend platform capabilities to suit business processes.
Industry-specific integrations and complete solutions are also available from retail banking fintechs. To learn more about ready-to-install
applications, solutions, or consultants, check out AppExchange.
Note: To understand how industry and business requirements link to the technologies that support them, review the Retail
Banking Reference Architecture. Use the industry blueprint as a framework to create a reference architecture for planning customer
experience enhancements.
Standard Salesforce platform capabilities include platform enablers and API and data sources for all stages of the retail banking customer
lifecycle. These foundation capabilities support custom-built solutions.
Note: To understand which business capabilities, solutions, and Salesforce products can help your organization achieve the
business needs identified on the blueprint, review retail banking business scenarios.
SEE ALSO:
Industry Blueprints for Partners
Salesforce Architectural Diagrams: Quick Look

Map specific Salesforce products to the functional capabilities and operational activities of the retail banking industry.
Salesforce provides configurable product solutions that support a banking institution’s ability to engage their customers effectively. The
reference architecture helps communicate the vision and strategy of a solution to business executives and stakeholders. Learn with
Trailhead.
3
Conceptualize business success in each of three categories of capabilities: Foundational, Platform, and Functional.
Our reference architecture presents Platform and Functional capabilities. Each layer contains a representative subset of systems or
capabilities that are most relevant for Retail Banking industry. It doesn’t list all possible systems or capabilities.
Platform Capabilities
These components form the underlying technology base for achieving your goals. Each layer in the platform builds on top of the next.
B2B and B2C systems typically rely on these elements.
Data Sources
Data sources are systems that create, collect, and manage various types of data. These systems can act as systems of record. They’re
often purpose-built to handle particular functionality and data requirements. Some address general system needs.
Integrations
Integrations include tools and routes that connect systems of record with each other or with higher-level experiences. Integrations
are varied tools, such as APIs that connect separate systems, single sign-on services to manage customer identity across different
systems, and customer data platforms to segment customers.
Analytics and Intelligence
Analytics helps you better understand your data and make smart business decisions. Smart automation like machine learning and
AI helps you optimize your use of customer data. The intelligence layer serves functions like delivering actionable customer insights,
personalized product recommendations, and improving real-time customer interactions to enhance your customer relationships
and drive sales.
Platform Enablers
Platform Enablers are a set of capabilities that enable your business to track customers as they interact with your bank based on their
point in the customer journey. The capabilities represent the day zero to lifetime engagement with a customer and support internal
employees as they onboard these customers.
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Functional Capabilities
Business-specific elements at the functional capabilities level are connected more directly to the customer’s experience and measured
in terms of maturity. Successful implementation of functional capabilities depends heavily on implementation of the platform capabilities.
The retail bank’s lifecycle typically crosses multiple engagement channels in the areas of Marketing, Sales, Onboarding, Servicing, and
Growing. Digital engagements and self-serve channels are necessary for the companies to address new business needs related to the
Covid-19 pandemic.
To identify strategic goals around which to focus your implementation, review these frequently required functional capabilities.
A Business Capability Maturity Assessment arranged by your Success Manager or Account Executive can help you determine which areas
of your business can benefit from more focus.
Mapping Platform Capabilities to Salesforce
Specific Salesforce products handle each of the needs identified at the platform capability level.
Identify gaps in your underlying capabilities by customizing this model to include other Salesforce products or third-party systems in
your current technology stack. To explore the reference architecture specific to your business, contact your success manager or account
team.
Tip: Business Scenarios on page 12 help you better understand your business capabilities and find solutions that support your
business goals.
Learn more about Salesforce products.
• Financial Services Cloud
• CPQ
• Mulesoft
5
Customer 360 Guide for Retail Banking Solution Architecture for Retail Banking
• Commerce
• Experience Cloud
• Service
• Sales
• Analytics
• Work.com
• Marketing
SEE ALSO:

Identify the specific tools and resources that can help you deliver comprehensive automation solutions for your retail banking business.
Solution architecture diagrams show you how recommended products interoperate with backend systems and how data is passed
between them. Learn with Trailhead.
Retail Banking Solution Architecture with Key Clouds
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The Salesforce Retail Banking architecture runs on two highly scalable and interoperable platforms: the core Salesforce Platform and
Salesforce Marketing Cloud.
Products built on the Salesforce Platform (1) include Financial Service Cloud, Vlocity, CRM Analytics, and Experience Cloud. These products
all operate on the same logical platform and share a flexible, common, and interoperable financial service data model.
• Financial Service Cloud is a superset of Sales Cloud and Service Cloud features customized for financial service firms. Financial Service
Cloud integrates sales, service, and marketing capabilities to provide a consistent experience across financial services departments
and channels.
• The Lightning Platform provides an open set of APIs to enable integration with other Salesforce and non-Salesforce systems. Pre-built
connectors such as Heroku go even further to enable other expedited integration options.
• The Salesforce Platform can be used in several ways.
• – As a customer master
– As an editable or non-editable certified copy of customer master data
– To integrate with a third Master Data Management system
The Salesforce Marketing Cloud (2) is a powerful suite of communication and marketing automation tools designed for interoperability.
• Datorama offers deep marketing analytics.
• Interaction Studio provides real-time interaction management, personalization, and AI-drive recommendations.
• Social Studio enables social monitoring and social media interaction management.
• Marketing Cloud Account Engagement (Pardot) provides powerful email automation to help marketing and sales teams find and
nurture the best leads, close more deals, and maximize ROI.
• Advertising Studio uses first-party data to shape and guide advertising.
• Audience Studio helps companies offer their customers a personalized advertising and media experience based on segmentation
and audience Insights.
• Journey Builder stitches these tools together. It provides campaign management and delivers cross-channel, personalized experiences
at every step of the customer lifecycle.
Tableau (3) is a business intelligence platform and has direct connections to the rest of the Salesforce ecosystem. Tableau provides
analytics independent of data sources.
Mulesoft Anypoint Platform (4) is an integration platform designed for service-oriented architecture (SOA), Software as a Service (SaaS),
and APIs. Mule ESB, CloudHub iPaaS, API Manager, and hundreds of SaaS and on-premises connectors and templates are the building
blocks of this unique connectivity platform for integration.
• Use APIs to connect applications, data, and devices, both on-premises and in the cloud.
• Rearchitect a service-oriented architecture from legacy systems, proprietary platforms, and customer integration code.
• Migrate technology infrastructure to the public or private cloud, and prioritize adoption of SaaS applications and other cloud
technologies.
• Deploy integrations in a hybrid environment, connecting to SaaS applications and on-premises systems.
7
Retail Banking Solution Architecture with Connectors
Pre-built Salesforce connectors enable the connectivity that allows the cross-cloud actions required to support sophisticated use cases.
These types of use cases include delivering a follow-up email based on customer inquiry about their financial goals.
Marketing Cloud Connect (1) connects Marketing platform products with Sales and Service Cloud products. The connector quickly and
easily allows data to sync between these two clouds. It also allows Marketing Cloud products to trigger events such as emails and journeys
based on Financial Services Cloud data.
• Automatically sync data from Financial Services Cloud to Marketing Cloud.
• Connect Journey Builder to other clouds.
• Use Financial Services Cloud data to construct highly personalized emails.
• Provide Marketing Cloud email tracking data to Financial Services Cloud.
Distributed Marketing (2) allows individual Financial Services Cloud users, such as financial service representatives, brokers, advisors, or
loan officers, to view, personalize, and send on-brand, best practices content through Marketing Cloud.
• Use data stored in contact, lead, or person account records to address emails.
• Craft email to a segment of customers based on a specific filtered list.
• Send email about a campaign to a group of customers based on a touchpoint cadence managed by Marketing Cloud.
Heroku Connect (3) syncs data between the Heroku app platform and the core Salesforce Platform.
• Create a data lake.
• Build, deploy, and run apps inside smart containers within a fully managed runtime environment. Heroku handles critical production
elements including configuration, orchestration, loan balancing, failovers, logging, and security.
• Create highly scalable customer facing mobile and web applications that sync usage and relevant data with Financial Services Cloud.
• Build data-driven apps with fully managed data services.
8
Customer 360 Guide for Retail Banking Solution Architecture for Retail Banking Customer Onboarding
Retail Banking Business Scenario Solution Architectures

These solution architectures support and expand on the retail banking business scenarios included in this Customer 360 Guide.
Solution Architecture for Retail Banking Customer Onboarding

Understand key Salesforce architecture for building a customer profile and engaging AI to support customer acquisition.
Banking Solution Architecture for Compliance Scenario
Understand key Salesforce architecture that helps retail banks improve their compliance and audit posture.
Banking Solution Architecture for Digital Experiences Scenario
Understand key Salesforce architecture for supporting digital transformation in the retail banking industry.
Banking Solution Architecture for Service Engagements Scenario
Understand key Salesforce architecture used to manage and close cases, engage customers with timely communications, and make
secure connections with remote systems.
SEE ALSO:
Solution Architecture for Retail Banking Customer Onboarding

Understand key Salesforce architecture for building a customer profile and engaging AI to support customer acquisition.
The process of seeding and growing a customer’s profile flows through four stages as the customer’s connection to the bank expands.
• An anonymous, unknown prospect identified as a single web browser
• A unique prospect identified by a cookie
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Customer 360 Guide for Retail Banking Banking Solution Architecture for Compliance Scenario
• A known, named lead

• Fully connected customer with a comprehensively populated customer record
In the initial phase of the customer’s onboarding journey, Marketing Cloud (1) gathers information about the prospect’s expressed
interests based on their digital interactions and areas they visit. At this point, the customer can be a known individual or an anonymous,
browsing prospect.
Financial Services Cloud (2) incrementally captures more information about the prospect’s needs, interests, and product choices based
on their continued interactions. Financial Services Cloud and Marketing Cloud begin building a customer profile based on interaction
data, without directly asking the customer for any data.
At the qualified lead stage, Einstein Intelligence (3) continually reviews the customer’s inferred or declared product interests and optimizes
the customer’s experience in real time. AI helps in making appropriate suggestions at the right time to move the customer along their
purchasing journey.
Banking Solution Architecture for Compliance Scenario

Understand key Salesforce architecture that helps retail banks improve their compliance and audit posture.
Harness the built-in compliance framework within Financial Services Cloud (1) to capture, track, report, and manage compliance activities.
Shield (2) provides enhanced audit trails for sensitive data, more logging and monitoring features with longer retention periods, and
bring-your-own-key encryption for data at rest.
Mulesoft (3) integrates with and respects the extra controls that Shield and Salesforce Identity provide to further protect the customer
and their data.
Experience Cloud (4) connects your digital experiences with your customer data. Integrate data from any source by pulling in data from
Salesforce, third-party products, or legacy sources and linking it to Experience Cloud objects. Create tailored experiences by using
integrated data to define audiences and target users with personalized content. Keep compliance on track by measuring, analyzing, and
optimizing digital experiences with customizable Lightning Experience dashboards in the Experience Workspaces.
10
Customer 360 Guide for Retail Banking Banking Solution Architecture for Digital Experiences Scenario
Identity (5) provides identity and access management (IAM) services. Create cloud-based user directories so user accounts and information
are stored and maintained in one place, while making it available to other services or apps. Identify handles authentication services
including multi-factor authentication, access management, and authorization for third-party app, app user provisioning, and event
logging. Build customizations using API. Identity Connect integrates Microsoft Active Directory (AD) to allow users to access Salesforce
without logging in again.
Salesforce Marketing Cloud (6) and Experience Cloud provide the ability to monitor cross-channel touchpoints and capture customer,
partner, and employee interactions. Marketing Cloud also provides deeper experience analysis by reporting on a customer’s view and
click behavior.
CRM Analytics (7) and Tableau (8) integrate with compliance-related records to assemble, present, and report on required activities.
A wide variety of other partner solutions are available on AppExchange (9) to reduce the amount of internal effort and time required to
enhance the level of compliance.
Banking Solution Architecture for Digital Experiences Scenario

Understand key Salesforce architecture for supporting digital transformation in the retail banking industry.
Financial Service Cloud (1) provides the foundational platform for digital transformation across the entire customer lifecycle. Data models
within Financial Service Cloud enable rapid transformation from traditional to digital channels. Harness and ingest data from any existing
digital channel (2), including web, mobile, social, app, text, and chat channels, to reach customers where they are.
Salesforce Knowledge and Experience Cloud (3) enable self-service across various topics so that customers can resolve issues without
contacting the bank.
Mulesoft Anypoint Platform (4) allows integrations that optimize the customer’s and the banker’s time by creating reusable, automated
flows that seamlessly complete transactions and communicate in real time.
Configure Lightning Platform (5) to send proactive notifications for self-defined or bank-defined events, saving customers time and
money.
11
Customer 360 Guide for Retail Banking Banking Solution Architecture for Service Engagements
Scenario
Banking Solution Architecture for Service Engagements Scenario

Understand key Salesforce architecture used to manage and close cases, engage customers with timely communications, and make
secure connections with remote systems.
Financial Services Cloud, Marketing Cloud, and Mulesoft work together as a platform from which to transform customer service in the
retail banking industry.
Financial Services Cloud (1) provides an engagement layer platform on which to build consolidated, intelligent, and time-saving customer
service interfaces. Service agents and managers can resolve many types of issues immediately, leading to higher customer satisfaction
and retention. For cases requiring multiple touch points and extended resolution times, having complete information presented in a
single view allows for an improved customer experience and faster resolution.
Marketing Cloud (2) includes communication automation capabilities to create and build experience journeys and engagement with a
customer before, during and after service interactions. The Marketing Cloud platform creates a smooth customer experience by triggering
confirmation messages, follow-up emails, texts, status updates, and in-app notifications.
Mulesoft Anypoint Platform (3) enables rapid creation of APIs to connect servicing systems used across a financial services firm. Mulesoft
uses a hierarchical API approach and provides a powerful and dynamic environment to run, maintain, and secure these new APIs from
cybersecurity attacks.

Business scenarios help you bridge the gap between your organization's business capabilities and the solutions needed to achieve your
goals. For each scenario, discover a variety of Salesforce solutions that reduce your time to value and allow you to define a roadmap to
build out your organization’s functionality.
12
Customer 360 Guide for Retail Banking Optimize Customer Onboarding
Successful execution of core functions requires an organization to have certain expertise, or business capabilities. Understanding what
business capabilities are needed to achieve this scenario helps cross-functional teams in your organization align and better strategize
around technology solutions.
Get the Most Out of Best Practices

Following best practices, and selecting the right solutions and products for your organization are key to a successful implementation of
business scenarios. Follow these steps to make use of business scenarios.
1. Review business capabilities required to achieve this business scenario.
2. Assess the maturity levels of your organization’s business capabilities.
3. Review the best practices with minimum maturity level to understand how your business can improve in each area of capability.
4. Review products and solutions to get quick time to value and build a roadmap as you increase your maturity.
To arrange a Business Capability Maturity Assessment, contact your Success Manager or Account Executive.
Explore Retail Banking Business Scenarios
Optimize Customer Onboarding

Streamlining onboarding as part of the digital transformation journey helps return to growth by building intelligent customer
experiences across the customer lifecycle. Lay the ground work for efficient, personalized, and connected retail banking right from
the start by establishing a customer profile.
Enable Operational Compliance
Streamline and simplify retail banking compliance processes to better adhere to regulations and reduce exposure to risk.
Elevate Digital Experiences
Meet customers’ rising expectations for digital retail banking experiences by delivering personalized and connected experiences
across all channels.
Transform Service Engagements
Deliver more intelligent service by unifying retail bankers, operations staff, and support agents around a single, shared system.
Optimize Customer Onboarding

Streamlining onboarding as part of the digital transformation journey helps return to growth by building intelligent customer experiences
across the customer lifecycle. Lay the ground work for efficient, personalized, and connected retail banking right from the start by
establishing a customer profile.
Optimize onboarding by integrating customer acquisition, discovery, compliance, and renewal to deliver a unified experience to customers
and bankers alike. Remove friction from compliance motions and create a solid foundation for review and renewal by establishing a
customer profile early on in the process. Enrich the process over time to address inefficiencies.
Products
These products can help you deliver intelligent field service.
• Marketing Cloud
• Tableau CRM
13
• MuleSoft
• Einstein AI
Solution Architecture
Review the Solution Architecture for Retail Banking Customer Onboarding to learn about Salesforce architecture related to this business
scenario.
Solutions
Choose from Salesforce recommended solutions that you can implement immediately, and put together a roadmap to build out more
mature capabilities over time. To help you find solutions that your business is ready for right now, we divided resources into three levels
depending on complexity.
Beginning
• Be a Data-Driven Bank
• Marketing Cloud: Social Studio (Accelerator)
• Social Studio: Social Listening (Accelerator)
• Marketing Cloud: Advertising Studio (Accelerator)
• Email Studio: Building, Testing, and Sending Email (Accelerator)
• Email Studio: Email Marketing Best Practices (Accelerator)
• Journey Strategy (Accelerator)
• Marketing Cloud: Admin + Deliverability (Accelerator)
• Marketing Cloud: Content Builder (Accelerator)
• Marketing Cloud: Data and Segmentation Basics (Accelerator)
• Marketing Cloud: Sending SMS Messages= (Accelerator)
• Marketing Cloud: Email Reporting Basics (Accelerator)
• Learn to Work in Financial Services Cloud
• Structure Your Data in Financial Services Cloud
• Financial Services Cloud Basics
Intermediate
• Advertising Studio: Use Advertising Audiences(Accelerator)
• Audience Studio: Uncover Audiences Insights(Accelerator)
• Email Studio: Email Personalization Basics (Accelerator)
• Marketing Cloud: Marketing Cloud Connect Overview (Accelerator)
• Email Studio: Automate Email Segmentation (Accelerator)
• Marketing Cloud: Automate Data Imports (Accelerator)
• Marketing Cloud: Use Marketing Cloud Connect (Accelerator)
• Mortgage Mastery with Financial Services Cloud
• Record Rollups in Financial Services Cloud
• Data Cloud Basics
14
Advanced
• Marketing Cloud: Use Einstein Engagement Scoring - Accelerator (Accelerator)
• Open Banking Platform Strategy
For more information, contact your Success Manager or Account Executive.
Business Capabilities
For each capability, whether it’s undeveloped or industry-leading, we provide implementation information that you can use to increase
your business’ maturity.
Foundational Capabilities to Optimize Customer Onboarding

Drive progress across the retail bank’s business and deliver solutions for all business lines.
Marketing Capabilities to Optimize Customer Onboarding
Create brand and offering awareness for customers, and give the retail bank a rich, in-depth understanding of their customers.
Foundational Capabilities to Optimize Customer Onboarding

Drive progress across the retail bank’s business and deliver solutions for all business lines.
CASCADING BUSINESS GOALS

Define the vision and strategy for every initiative within the product, and map it to overall corporate business goals.
Capability Maturity
The minimum maturity level represents the most basic viable implementation. Learn More
Type Level Description

Minimum Maturity Level 2 (Emerging) Our programs loosely align with business, technology, and
operations from a unified perspective, but our strategies aren’t
defined enough to enforce rigor between systems, people, and
processes.
Recommended Maturity Level 3 (Practicing) Our evolving framework guides alignment, speed, consistency,
and trust for 50% or more of our business goals. We have a strategic
initiative to target at least 75% within the next 5 years.
Best Practices
To increase your business maturity for the capability, implement these recommendations.
1. Define strategies for aligning business, technology, and operations.
2. Ensure that your business and operations teams support the technology delivery model.
3. Coordinate across your teams so that releases meet the most critical business needs.
4. To build trust with customers and stakeholders, plan quality assurance into all phases of each build, test, and release.
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DEVELOPMENT APPROACH
Create a system that delivers regular releases at a comfortable pace.
Capability Maturity

Minimum Maturity Level 1 (Beginning) A multidisciplinary team delivers and releases business solutions,
but stakeholders meet infrequently.
Recommended Maturity Level 2 (Emerging) Business solutions are delivered and released in predictable,
frequent batches, driving continuous value delivery to the business
and our customers.
Best Practices
1. Put together a multidisciplinary team of stakeholders who are positioned to shift to a model that works well for software and
hardware.
2. Set up teams who understand the direct and indirect workflows that enhance the employee and customer experience.
3. To encourage innovation while attracting, renewing, and retaining talent, combine business goals and operations with value
realization.
4. Create explicit criteria that a user story must meet before being accepted into the upcoming development cycle.
5. Write complete and comprehensive user stories.
• Provide context to allow prioritization.
• Show relationships between user stories.
6. Maintain a backlog of user stories.

7. To avoid costly back-and-forth discussion or rework, avoid starting work on features that don’t have clearly defined completion
criteria.
8. Allow teams to push back on accepting work on ill-defined features.
9. Plan releases and critical groups of functionality.
10. Display the entire solution from end-to-end.
RESEARCH AND DESIGN PRACTICE

To inform products, services, marketing, and processes design, set up a group of experts to examine what users want and need.
Capability Maturity

Minimum Maturity Level 1 (Minimal) Our practice is inconsistent, but we set up a group of business
users to define problems, set a vision, build roadmaps, and
implement solid changes.
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Recommended Maturity Level 2 (Emerging) We implemented a basic framework to promote human-centered
design and keep users’ needs and experiences at the center of all
decisions, business processes, and technology delivery.
Best Practices
1. Align people, processes, technology, and data around delivery of thoughtfully designed customer and employee journeys.
2. Have cross-functional teams across design, strategy, and operations collect feedback from customers, employees, partners,
communities, and shareholders.
3. Encourage rapid and continuous delivery by establishing lean governance, human-led approaches to change, open lines of
communication, and agility to make changes as needed.
4. Create an environment in which business and IT work together in partnership to determine how technology can drive business
goals.
5. Encourage conscious efforts to improve communication, collaboration, and cooperation with a common vision for the free flow
of information, collaboration tools, and cross-functional teams.
DATA PORTABILITY
Provide customers the ability to request or download their customer information in compliance with relevant privacy laws.
Capability Maturity

Minimum Maturity Level 2 (Emerging) Customers are able to update communication preferences,
download their own data, and request to be removed within a
reasonable time frame. However, these features aren’t available
instantaneously or via self-service.
Recommended Maturity Level 3 (Practicing) For the most common use cases, self-service capabilities allow
customers to port their data with minimal friction.
Best Practices
1. Understand and honor what customers indicate they want done with their data, including the right to be forgotten or downloaded.
2. Focus IT and business partnerships on permitting data portability changes that are compliant with regulations and policies
concerning consent and consumer rights.
3. Configure data processes and technology to be adaptable to changes in regulations and to function across geographic areas.
4. To accelerate execution and increase trust, reduce the complexity of the IT footprint. Innovate in the areas of automation,
transparency, continuous integration, and continuous value delivery.
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SECURITY ARCHITECTURE
Structure technology to prevent, detect, and mitigate risks to data and customer trust.
Capability Maturity

Minimum Maturity Level 2 (Emerging) Technical best practices are used in some parts of the organization,
but they aren’t used universally.
Recommended Maturity Level 3 (Practicing) All teams follow best practices, but we only update best practices
on an ad hoc basis.
Best Practices
1. Designate an individual to own and maintain standardized definitions across all tools, and identify a source of truth.
2. Enable security and performance monitoring, and ensure that your checks for vulnerabilities include eCDN, WAF, third-party
integrations, bot attacks, and throttling.
3. Ensure that development, security, and operations work together as one team.
4. Set up continuous deployment and operations monitoring.
5. Ensure that automation is in place and focused on continuous improvement.
6. Create a process to support short lead time to change, reduced mean recovery times, and frequent deployment.
Success Metrics
• Decrease the lead time to release
• Decrease the percentage of revenue to G&A
• Increase system reliability and resilience
• Increase data accuracy and trust
• Decrease the mean time to recovery
INFORMATION AND DATA ARCHITECTURE

Provide structure and artifacts that help facilitate relationships, access, and data and information locations, including backup, availability,
and governance.
Capability Maturity

Minimum Maturity Level 3 (Practicing) A single course of truth architecture exists, but it isn’t connected
to all data centers and back-office teams or workflows.
Recommended Maturity Level 5 (Leading) Our architecture delivers a scalable and adaptable platform,
enabling a single source of truth and an end-to-end customer
experience.
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Best Practices
1. Create a set of repeatable and transferable practices and lessons learned by the systems of reference, record, and engagement
across technology tools.
2. Consider basing best practices on industry-leading practices. Ensure that they’re supported by cross-functional teams committed
to their success.
3. Align technology structures with business practices to prevent, detect, and mitigate risks to data, and to improve customer
experience, generate customer trust, and break down architectural silos.
Success Metrics
MONITORING
Judge system health and diagnose problems by collecting and reviewing data such as metrics, text logging, and structured event logging.
Capability Maturity

Minimum Maturity Level 3 (Practicing) We have policies and procedures in place that all teams follow to
mitigate compliance risks, but they aren’t used uniformly by each
line of business or system.
Recommended Maturity Level 4 (Optimized) Business solutions are delivered and released in predictable,
and our customers.
Best Practices
1. Define your initiatives with stakeholders, and communicate with them about their business objectives and required compliance
risk factors.
2. Ensure that the technology and development processes prioritize flexibility and swift iteration. And make sure that these processes
use modular, agile platforms such as minimal custom-code, DevOps/CI/CD practices, citizen developers, and API-first principles.
3. Establish training and regular reviews of policy and procedures to standardize risk mitigation practices across all lines of business.
Success Metrics
• Increase release speed, quality, frequency, and predictability
• Decrease the lead time to delivery
19

COMPLIANCE AND RISK MITIGATION

Ensure that solutions meet corporate compliance requirements, and mitigate risk by establishing a set of policies and procedures that
all teams understand and follow.
Capability Maturity

Minimum Maturity Level 2 (Emerging) We have a basic governance framework in place, but our teams
don’t always use it.
Recommended Maturity Level 3 (Practicing) We have a continuously evolving governance framework that
guides alignment, speed, consistency, and trust.
Best Practices
1. Set up a customer-centric framework for how the organization operates and makes decisions that improve goal alignment,
mitigate business risk, and maintain compliance to deliver solutions at speed.
2. Design a flexible path forward to implement a governance framework that includes operating procedures and guardrails that
ensure and maintain customer trust.
3. Create a comprehensive guidebook that can help shrink operational silos and improve distribution of responsibilities and scale.
Success Metrics
• Reduce the number of days to make a decision
• Reduce governance, development, duplication, rework, and failure costs
• Reduce operational risk and associated costs
• Increase the product or initiative’s ROI
• Increase speed and percentage attainment of business key performance indicators (KPIs)
Marketing Capabilities to Optimize Customer Onboarding

Create brand and offering awareness for customers, and give the retail bank a rich, in-depth understanding of their customers.
PREFERENCE MANAGEMENT
Enable customers to convey and manage their communication preferences for content, language, channels, and basic privacy such as
opt-outs. Use AI to infer preferences.
Capability Maturity
20

Minimum Maturity Level 2 (Emerging) Customers are able to select preferences, but they can’t easily
update preferences.
Recommended Maturity Level 3 (Practicing) Customers are able to select and update communication and
privacy preferences easily.
Best Practices
1. Make it easier for customers to state and change their content, language, and channel preferences.
2. Make it clear to customers how to manage basic privacy considerations such as opt-ins.
3. Use AI to infer preferences.
4. Streamline preference management across touchpoints by incorporating preference management into your identity system.
CONSENT MANAGEMENT
Honor customer preferences for use of data and data portability. Comply with consent rights policies and regulations.
Capability Maturity

Minimum Maturity Level 2 (Emerging) We use a basic approach to consent management where users are
notified that they’re automatically agreeing to our preferred
consent settings. It’s difficult for users to override our preferred
settings.
Recommended Maturity Level 4 (Optimized) Our consent management system requires some development to
adapt to new or changing regulations. It uses positively declared,
not automatic, consent. It’s easy for users to see or change consent
settings.
Best Practices
1. Allow customers to easily and flexibly manage right-to-be-forgotten tasks.
2. Ensure that customer data policies are compliant with current regulations and can be easily adapted to changes in regulations
or by geographic area. Policies include:
• Ensure that data processes port customers’ data to other systems as much as possible.
• Minimize degradation of the value of and ability to use customer data in other systems.
• Allow customers to easily and flexibly manage their opt-in or opt-out status.
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Customer 360 Guide for Retail Banking Enable Operational Compliance
DATA GOVERNANCE
Deliver positive customer experiences by managing data assets and usage in accordance with organizational policy and relevant
regulations, including data stewardship, quality, integrity, privacy, and security.
Capability Maturity

don’t always use the approach across teams.
Recommended Maturity Level 3 (Practicing) We use a policy-focused governance framework to drive efficiency.
Deliverables are inconsistent but match our compliance needs
across the organization.
Best Practices
1. To ensure quality, availability, and compliance, strengthen data governance. Support testing, marketing measurement, and
sentiment analysis by implementing a single view of the customer. Give business users access to data and insights so they can
base decisions on facts. Make decisions using customer-centric key performance indicators, such as customer satisfaction, net
promoter score, and customer lifetime value.
2. Grant all internal stakeholders insight into product usage and performance. Provide customer stakeholders with proactive insights.
3. We have a comprehensive, policy-oriented governance framework that ensures on-time delivery of business capabilities at the
metadata level and APIs across all systems and processes.
4. To capture all business process and data flows, connect corporate, market, and business teams' data with back-office infrastructure
and call centers.
5. Create an omni-channel journey for segments, contact groups, values, and region with product strategy and mix.
6. IT and business operate and are funded as one team focused on customer success. Technology is viewed as a force-multiplier.
7. Our organization always organizes teams around desired outcomes, not functional roles or silos in systems.
8. We follow a documented process to gather, interpret, and share all insights and product- and service-related data.
Success Metrics
• Increase the percentage of contacts with complete data
• Increase the average lifetime value per customer
• Reduce the unsubscribe rate, as measured by percentage
• Reduce the average cost per campaign
• Reduce the customer attrition rate
Enable Operational Compliance

Streamline and simplify retail banking compliance processes to better adhere to regulations and reduce exposure to risk.
The banking industry faces unrelenting pressure to adhere to regulations. Managing adherences and accountability in this constantly
changing landscape traditionally requires dozens of systems, processes, and manual workarounds.
22
Systems designed to drive compliance behaviors reduce burdens on employees to remember when, what, and how to respond, reducing
the risk of non-compliance. Building an agile framework of capabilities and security and accountability processes helps banks remain
compliant while creating better experiences for customers and bankers.
Products
These products can help you streamline and simplify the compliance process.
• Shield
• Marketing Cloud
• MuleSoft
• Privacy & Identity (SSO)
• Analytics
• AppExchange
Review the Solution Architecture for Retail Banking Operational Compliance to learn about Salesforce architecture related to this business
scenario.
Solutions
Beginning
• Create and Send Targeted Emails
• Develop a Virtual Strategy for Your Business
• Google Analytics 360 Integration for Marketing Cloud
Intermediate
• Financial Services Cloud for Users
• Learn Privacy and Data Protection Law
• Protect Your Salesforce Data
• European Union Privacy Law Basics
• Enhance Service Cloud with Lightning Knowledge
• Administer Marketing Cloud
Advanced
• Secure Your Apps with Salesforce Shield
• Knowledge-Centered Service with Service Cloud
• Deliver IT Success with MuleSoft Catalyst
• MuleSoft Catalyst Playbooks
23
• Explore Integration Patterns and Practices

• Salesforce Blockchain Basics
• Learn About Open Source Blockchain Technologies
• Guide to Financial Services Cloud
• File Redacting Search Files and Mask Sensitive Data (AppExchange App)
• Data Mask Credit Card Masking and Credit Card Detection for Salesforce (AppExchange App)
• nCico is the Worldwide Leader in Cloud Banking (AppExchange App)
• Unlock Core Baking Systems and Digitize Customer Experiences
Foundational Capabilities to Enable Operational Compliance

Increase maturity and drive progress across the business by implementing automation and tooling, data portability, monitoring,
security architecture, and more.
Marketing Capabilities to Enable Operational Compliance
Create brand and offering awareness for customers, give the retail bank a rich, in-depth understanding of their customers, and
provide customers with personalized guidance.
Foundational Capabilities to Enable Operational Compliance

Increase maturity and drive progress across the business by implementing automation and tooling, data portability, monitoring, security
architecture, and more.
AUTOMATION AND TOOLING

A standard set of software tools that enhance and optimize the delivery of software and reduce toil for product teams.
Capability Maturity

Minimum Maturity Level 3 (Practicing) Our development, security, and operations management process
follows an established cadence. We organize connected digital
systems for sales and marketing. We incorporate most of our
change management, data flow app, and execution processes. We
automate application capabilities, tools, methodologies, and
coaching.
Recommended Maturity Level 4 (Optimized) Development, security, and operations are on the same team. We
continuously deploy and monitor operations. We automate and
focus on continuous improvement.
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Best Practices
1. Empower applications and systems to deliver business solutions. Release in predictable, frequent batches. Drive continuous
value delivery to the business and customers.
2. Empower business to build and deploy timely, compliant applications on secured and robust platforms. Allow technology to
move at the speed of business.
3. Create cross-functional, durable teams that make decisions quickly. Include the associated skills, roles, and responsibilities to
support the product.
4. Enhance the customer experience by enabling business to support and administer systems.
DATA PORTABILITY
Provide customers the ability to request or download their customer information in compliance with relevant privacy laws.
Capability Maturity

Minimum Maturity Level 2 (Emerging) Customers are able to update communication preferences,
download their own data, and request to be removed within a
reasonable time frame. However, these features aren’t available
instantaneously or via self-service.
Recommended Maturity Level 3 (Practicing) For the most common use cases, self-service capabilities allow
customers to port their data with minimal friction.
Best Practices
1. Understand and honor what customers indicate they want done with their data, including the right to be forgotten or downloaded.
2. Focus IT and business partnerships on permitting data portability changes that are compliant with regulations and policies
concerning consent and consumer rights.
3. Configure data processes and technology to be adaptable to changes in regulations and to function across geographic areas.
4. To accelerate execution and increase trust, reduce the complexity of the IT footprint. Innovate in the areas of automation,
transparency, continuous integration, and continuous value delivery.
SECURELY MANAGE THIRD-PARTY INTEGRATIONS

Manage performance, ROI, best practices, and process improvements.
Capability Maturity
25

Minimum Maturity Level 1 (Beginning) A multidisciplinary team releases and installs apps maintained by
separate business lines. Stakeholders meet infrequently.
Recommended Maturity Level 2 (Emerging) One team handles apps, security, and operations. We monitor
business with continuous governance. We use ad hoc ingestion
practices with regular checkpoints between infrastructures,
operations, and business units.
Best Practices
1. Monitor, add, edit, and track the ingestion flow from iOt Applications data flows like systems of record, reference, and engagement.
2. Align high-level stakeholders from business, operations, and IT. Be aware of app-centric solution reference architecture. Combine
the architecture with a governance and planning process for enterprise architecture-mapping diagrams.
3. Align and share solution patterns, data flows, and governance model playbooks from the same data set. Include engagement
and activity updates for program management.
4. Encourage the use of periodic refreshes at least one time per quarter to ensure alignment with operations and business lines.
5. Enable individuals outside of sales to communicate changes in design patterns and data accuracy for distributed leadership.
Own each line of business and operational systems of reference, engagement, and record.
6. Use relationship management to reflect key individual dynamics within the distributed application data flows for ingestion.
SECURITY ARCHITECTURE
Structure technology to prevent, detect, and mitigate risks to data and customer trust.
Capability Maturity

Minimum Maturity Level 2 (Emerging) Technical best practices are used in some parts or the organization,
but aren’t used universally.
Recommended Maturity Level 3 (Practicing) All teams follow best practices, but we only update best practices
on an ad hoc basis.
Best Practices
1. Designate an individual to own and maintain standardized definitions across all tools, and identify a source of truth.
2. Enable security and performance monitoring, and ensure that your checks for vulnerabilities include eCDN, WAF, third-party
integrations, bot attacks, and throttling.
3. Ensure that development, security, and operations work together as one team.
4. Set up continuous deployment and operations monitoring.
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5. Ensure that automation is in place and focused on continuous improvement.

6. Create a process that supports short lead time to change, reduced mean recovery times, and frequent deployment.
Success Metrics
INFORMATION AND DATA ARCHITECTURE

Provide structure and artifacts that help facilitate relationships, access, and data and information locations, including backup, availability,
and governance.
Capability Maturity

Minimum Maturity Level 3 (Practicing) A single course of truth architecture exists, but it isn’t connected
to all data centers and back-office teams or workflows.
Recommended Maturity Level 5 (Leading) Our architecture delivers a scalable and adaptable platform,
enabling a single source of truth and an end-to-end customer
experience.
Best Practices
1. Create a set of repeatable and transferable practices and lessons learned by the systems of reference, record, and engagement
across technology tools.
2. Consider basing best practices on industry-leading practices. Ensure that cross-functional teams support these practices and
commit to their success.
3. Align technology structures with business practices to prevent, detect, and mitigate risks to data, and to improve the customer
experience, generate customer trust, and break down architectural silos.
Success Metrics
MONITORING
Judge system health and diagnose problems by collecting and reviewing data such as metrics, text logging, and structured event logging.
27
Capability Maturity

Minimum Maturity Level 3 (Practicing) We have policies and procedures in place that all teams follow to
mitigate compliance risks, but they aren’t used uniformly by each
line of business or system.
Recommended Maturity Level 4 (Optimized) Business solutions are delivered and released in predictable,
and our customers.
Best Practices
1. Define your initiatives with stakeholders, and communicate with them about their business objectives and required compliance
risk factors.
2. Ensure that the technology and development processes prioritize flexibility and swift iteration, and that they use modular, agile
platforms such as minimal custom-code, DevOps/CI/CD practices, citizen developers, and API-first principles.
3. Establish training and regular reviews of policy and procedures to standardize risk mitigation practices across all lines of business.
Success Metrics
• Increase release speed, quality, frequency, and predictability
• Decrease the lead time to delivery
COMPLIANCE AND RISK MITIGATION

Ensure that solutions meet corporate compliance requirements, and mitigate risk by establishing a set of policies and procedures that
all teams understand and follow.
Capability Maturity

don’t always use it.
Recommended Maturity Level 3 (Practicing) We have a continuously evolving governance framework that
guides alignment, speed, consistency, and trust.
Best Practices
28
1. Set up a customer-centric framework for how the organization operates and makes decisions that improve goal alignment,
mitigate business risk, and maintain compliance to deliver solutions at speed.
2. Design a flexible path forward to implement a governance framework that includes operating procedures and guardrails that
ensure and maintain customer trust.
3. Create a comprehensive guidebook to shrink operational silos and promote distribution of responsibilities and scale.
Success Metrics
• Reduce the number of days to make a decision
• Reduce governance, development, duplication, rework, and failure costs
• Reduce operational risk and associated costs
• Increase product or initiative ROI
• Increase speed and percentage attainment of business key performance indicators
Marketing Capabilities to Enable Operational Compliance

Create brand and offering awareness for customers, give the retail bank a rich, in-depth understanding of their customers, and provide
customers with personalized guidance.
SINGLE VIEW OF THE CUSTOMER

Align relevant data sources at the individual customer level to support customer-centric marketing efforts.
Capability Maturity

Minimum Maturity Level 2 (Emerging) We lack a robust identity solution. Less than 25% of high priority
data sources align.
Recommended Maturity Level 4 (Optimized) We have a solid identity resolution, but it could be improved. About
75% of high-priority data sources align.
Best Practices
1. Identify the most critical data sources based on customer lifecycle stages and moments that matter, prioritizing the top 3–5
customer journeys. Use the top journeys to inform business requirements for data alignment or integration work.
2. Create a data model with primary and secondary customer ID fields and keys.
3. Use an identity solution to connect users across devices using deterministic and probabilistic approaches.
4. Add secondary priority data sources.
CUSTOMER-CENTRIC PORTFOLIO PLANNING

Use a customer-centric and iterative process that focuses on defining a vision, strategy, and roadmap for products and services.
Capability Maturity
29

Minimum Maturity Level 3 (Practicing) Each line of business has a team that regularly documents and
updates clear business objectives and plans as strategies change.
Recommended Maturity Level 4 (Optimized) Development, security, and operations are on one team. We
Best Practices
1. Start with a clear vision and strategy. Create business objectives, ways to achieve them, and metrics to measure progress.
2. Define stakeholders to help understand vision and strategy from customer and employee perspectives of the journey.
3. Document obstacles for each of your objectives, and create action plans for each one. Include technology and strategy adoption.
4. Define a formal strategy to communicate objectives, metrics, and obstacles. Ensure alignment among all stakeholders.
DATA GOVERNANCE
Deliver positive customer experiences by managing data assets and usage in accordance with organizational policy and relevant
regulations, including data stewardship, quality, integrity, privacy, and security.
Capability Maturity

don’t always use the approach across teams.
Recommended Maturity Level 3 (Practicing) We use a policy-focused governance framework to drive efficiency.
Deliverables are inconsistent but match our compliance needs
across the organization.
Best Practices
1. To ensure quality, availability, and compliance, strengthen data governance. Support testing, marketing measurement, and
sentiment analysis by implementing a single view of the customer. Give business users access to data and insights so they can
base decisions on facts. Make decisions using customer-centric key performance indicators, such as customer satisfaction, net
promoter score, and customer lifetime value.
2. Grant all internal stakeholders insight into product usage and performance. Provide customer stakeholders with proactive insights.
3. We have a comprehensive, policy-oriented governance framework that ensures on-time delivery of business capabilities at the
metadata level and APIs across all systems and processes.
4. To capture all business process and data flows, connect corporate, market, and business teams' data with back-office infrastructure
and call centers.
5. Create an omni-channel journey for segments, contact groups, values, and region with product strategy and mix.
30
Customer 360 Guide for Retail Banking Elevate Digital Experiences
6. IT and business operate and are funded as one team focused on customer success. Technology is viewed as a force-multiplier.
7. Our organization always organizes teams around desired outcomes, not functional roles or silos in systems.
8. We follow a documented process to gather, interpret, and share all insights and product- and service-related data.
Success Metrics
• Increase the percentage of contacts with complete data
• Increase the average lifetime value per customer
• Reduce the unsubscribe rate, as measured by percentage
• Reduce the average cost per campaign
• Reduce the customer attrition rate
Elevate Digital Experiences

Meet customers’ rising expectations for digital retail banking experiences by delivering personalized and connected experiences across
all channels.
Move beyond the traditional branch, phone, and email service channels to connect customer self-service, high-touch channels, data,
and bankers in seamless and relevant ways. Let customers engage using their preferred channel, and provide bankers more time to
focus on complex requests by expanding the use of digital channels across the entire customer journey.
Products
These products can help you streamline and simplify the compliance process.
• Financial Service Cloud
• Marketing Cloud
• Tableau CRM
• Einstein Next best Action
• Mulesoft
• Digital Engagement
Review the Solution Architecture for Retail Banking Digital Experiences to learn about Salesforce architecture related to this business
scenario.
Solutions
Beginning
• Learn to Work in Financial Services Cloud
• Reaching the Summit of Success
• Customer Loyalty in Retail Banking
31
• Enhancing Client Trust During Turbulent Times

• Journey Builder: Journey Strategy (Accelerator)
• Email Studio: Admin and Deliverability (Accelerator)
• Marketing Cloud: Content Builder (Accelerator)
• Marketing Cloud: Data and Segmentation Basics (Accelerator)
• IMarketing Cloud: Email Reporting and Tracking (Accelerator)
• Service Cloud: Agent Productivity Features (Accelerator)
• Service Cloud: Chat for Lightning (Accelerator)
• Service Cloud: Lightning (Accelerator)
Intermediate
• Understand Your Web Users with Google Analytics
• Service Cloud: Dashboard Design (Accelerator)
• Service Cloud: Digital Engagement (Accelerator)
• Service Cloud: Deploy Chat (Accelerator)
• Service Cloud: Set Up Embedded Chat (Accelerator)
• Building a digital banking platform with APIs (Webinar)
• Legacy modernization: Maximize legacy investments
• Make Service Cloud Smarter with Einstein Bots and other AI features.
• Einstein Bots for Financial Services Cloud (AppExchange)
• Deloitte Digital Bank powered by Salesforce
• How Truist Uses Automation to Provide a Seamless Customer Experience
• Measure, monitor and grow with Self-Service Experience Best Practices
• Understanding Community Member Experience to Accelerate Adoption and Engagement in Digital Experience (Video, 19
minutes)
• Use AppExchange to Extend Digital 360 Solutions with Pre-built Solutions
• Marketing Cloud: Marketing Cloud Connect Overview (Accelerator)
• Email Studio: Automate Email Segmentation (Accelerator)
• Marketing Cloud: Automate Data Imports (Accelerator)
• Marketing Cloud: Use Marketing Cloud Connect (Accelerator)
• Einstein Case Classification and Next Best Actions (Accelerator)
• Service Cloud: Einstein Bots (Accelerator)
Advanced
• OneSpan Sign for Salesforce (AppExchange App)
• DocuSign eSignature for Salesforce (AppExchange App)
• Marketing Cloud: Use Einstein Engagement Scoring (Accelerator)
32
Marketing Capabilities to Elevate Digital Experiences

Create brand and offering awareness for customers, and give the retail bank a rich, in-depth understanding of their customers, and
Service Capabilities to Elevate Digital Experiences
Adopt a customer-centric approach based on a complete view of retail banking customer interaction, and break down silos between
business lines.
Marketing Capabilities to Elevate Digital Experiences

Create brand and offering awareness for customers, and give the retail bank a rich, in-depth understanding of their customers, and
CHANNEL STRATEGY AND MIX

Target customers with products, services, marketing, and channels, usually including direct sales, B2B commerce, and partner relationship
management.
Capability Maturity

Minimum Maturity Level 4 (Optimized) Our channel management process follows an established cadence
and incorporates change management, enablement, and execution.
Our process ensures that sellers have the right incentives, tools,
methodologies, and coaching to perform.
Recommended Maturity Level 5 (Leading) We use cross-channel data to consistently improve customer
experience and drive business decisions, including use of AI and
marketing automation journeys. We tailor channels to the nuances
for each type of sale.
Best Practices
1. Align the channel strategy with the organization’s wider go-to-market strategy.
2. Collaborate with sales, marketing, business units, and other key leaders to define a clear channel strategy. Align with the overall
go-to-market strategy.
3. Establish the role, objectives, and targets of each channel.
4. Establish a framework for deciding the optimal customer, product, and channel combinations for serving customers.
5. Design for the downstream effects of the channel strategy on your sales capability and the wider business.
6. Create a consistent customer-centric experience across channels.
7. Create a uniform buying experience within and across channels.
8. Use design thinking and customer-centric processes to build experiences that align with how customers behave. Align with
their preferred way of being served wherever possible.
33
Service Capabilities to Elevate Digital Experiences

Adopt a customer-centric approach based on a complete view of retail banking customer interaction, and break down silos between
business lines.
CASE MANAGEMENT APPROACH

Manage a service request through to resolution. Include the routing, assignment, ownership, tracing, and related interactions.
Capability Maturity

Minimum Maturity Level 3 (Practicing) Cases are worked primarily through one system and on-screen UI.
Extra systems and swivel-chairing still exist as needed.
Recommended Maturity Level 4 (Optimized) Cases are worked through one cohesive system that intakes cases,
sorts and routes them into queues, and enables full case lifecycle
tracking and assistance.
Best Practices
1. Create and define queue priority, and align business and IT to the case routing process.
2. Define case record types and support processes.
3. Set up Email-to-Case and Web-to-Case.
4. Add an actions and recommendations Lightning component to the Lightning Service Console or other case record page layouts.
5. Set up a dashboard that surfaces a team’s cases by status for a manager.
6. Set the organization that’s aligned to actions associated with lifecycle stages.
7. Create escalation rule criteria, and sort rules from most complex to least complex.
8. Define business hours.
9. Define escalation actions. When a case escalates, you can send it to a different queue or user and send an email that notifies the
case owner or others.
10. Create email templates that notify users when a case escalates, and include quick actions.
11. Set up macros to let service agents quickly respond to customers in a structured way.
12. Create email templates for case open, case close, and a case that escalates. Communication is key to ensuring a better customer
satisfaction (CSAT) score.
13. Understand, track, and resolve customer service needs and questions that align with priorities and affect strategic business value.
CASE ROUTING AND ASSIGNMENT

Assign ownership of service requests based on type of request, relevant agent skills, availability, and equitable distribution based on
agent performance goals.
34
Capability Maturity

Minimum Maturity Level 2 (Emerging) Requests are routed to agents or queues based on interactive voice
response selection.
Recommended Maturity Level 3 (Practicing) Requests are routed to agents based on their relevant skills. The
routing system accounts for agent availability and current workload.
Best Practices
To increase your business maturity for the capability, implement the recommended best practices.
• Align business and IT to the case routing process.
• Define case record types.
• Define support processes.
• Create and define queue priority.
• Set up Email-to-Case and Web-to-Case.
• Categorize and triage service requests early for accurate handling.
• Escalate request resolution based on priority and service level agreement (SLA) expectations.
• Automatically relate multi-channel correspondence and resolution notes to the case lifecycle providing productivity gains.
• Use assignment rules to automate service request assignment.
• Use omni-channel routing to automatically match cases to the agent with the best skill set to solve them.
• Allow higher maturity customers to route service requests directly to agents based on relevant expertise and availability.
CASE LIFECYCLE
Define milestones within the lifecycle of cases, and align the service organization around them.
Capability Maturity

Minimum Maturity Level 3 (Practicing) A process exists to escalate request resolution based on priority
and SLA expectations. Agent queues and skills are maintained
yearly and measured with CSAT scores.
Recommended Maturity Level 4 (Optimized) Agents are able to quickly understand, track, and resolve customer
needs. Issues are handled by the appropriate agent, who has access
to interaction and lifecycle history. Agents have access to the
360-degree view of the customer.
Best Practices
35
1. Assign service agents to cases according to criteria like geographical region, language, and skill set required for successful
resolution.
2. Train agents for new skills and as new products and services are introduced.
3. Ensure that all items in the backlog are prioritized. To enable regular, high-quality releases, follow a standard development
approach using a common set of tools.
Success Metrics
• Decrease average case handling time
• Increase the case resolution rate
• Decrease the number of open cases
CASE COLLABORATION
Allow service agents to work cross-functionally and communicate in real time to address customer needs and resolve service requests.
Capability Maturity

Minimum Maturity Level 3 (Practicing) Multiple stakeholders can collaborate on the same service request.
Agents are trained to @mention relevant personnel to assist on
service requests.
Recommended Maturity Level 4 (Optimized) We use feedback to enhance knowledge management. We

implemented cross-service sharing and collaboration.
Best Practices
1. Create public chatter groups for each entitlement level that allows reps to ask their colleagues questions.
2. Create chatter groups for each service team.
3. Create reports and dashboards for service leadership to monitor chatter adoption.
4. Encourage service leadership to use chatter.
5. Use Quip for service, and connect Quip to Salesforce. Add Quip as a tab on the case record so agents can collaborate in real time
on documents.
CASE NOTIFICATIONS
Notify customers of key milestones as their service request progresses.
Capability Maturity
36

Minimum Maturity Level 2 (Emerging) Agents manage inbound and outbound omni-channel requests
in a console, and they have in-console access to respond to
follow-up requests via phone, chat, email, or on the case.
Recommended Maturity Level 3 (Practicing) All of our agents have access to a 360-degree view of the customer,
so every agent can quickly understand, track, and resolve needs.
Cases are routed to the appropriate agent, with interaction and
lifecycle history.
Best Practices
1. Implement a system that allows for building, testing, and releasing valuable system features with greater speed and frequency
while maintaining quality.
2. Provide agents with a single source of truth for all case and case collaboration data.
3. Employ system administrations at scale, using employees’ or customers’ preferred channels.
Success Metrics
• Decrease the time to resolve cases
• Increase the case resolution rate
• Reduce the number of open cases
UNIFIED AGENT EXPERIENCE APPROACH

Improve customer satisfaction by smoothing agent-customer interactions, even when customers move from one agent to another.
Deliver proactive, contextual information in a unified way that empowers agents and reduces effort.
Capability Maturity

Minimum Maturity Level 2 (Emerging) We collect end user feedback. We have a strategy for creating a
unified, intuitive experience for service agents.
Recommended Maturity Level 4 (Optimized) Our service agents work cases through one connected process
and use other systems only when necessary.
Best Practices
• Integrate all support channels. Provide access using an integrated interface that keeps information on context, smooths interactions,
and reduces repetition.
• Provide agents with relevant customer context so they can provide the best service. Equip agents with tools for effective
collaboration with other teams, such as case swarming ability.
• Empower agents to gather and build on collective knowledge to improve the knowledge base and self-service outcomes.
37
• Employ skills-based routing of cases to match customer requests with agents who have the most suitable skills.
• Measure and improve the entire customer experience using support data and customer analytics.
SELF SERVICE REQUEST TYPES

Allow customers to circumvent agent interaction by providing a direct, contextual channel. Offer issue resolution, profile management,
learning, buying, service, and community questions and answers.
Capability Maturity

Minimum Maturity Level 4 (Optimized) Customers work more complex service requests through the
self-service channel. We surface recommended Knowledge articles
based on key service request characteristics.
Recommended Maturity Level 5 (Leading) Customers work complex requests through multiple self-service
channels. Analyze key performance indicator (KPI) trends to identify
more use cases for self-service to reduce volume on other channels.
Most requests are deflected with the use of AI and chatbots.
Best Practices
1. To create efficient and effective connected experiences, consider customer expectations with sales, service, and commerce.
2. Be aware of partner relationship management (PRM) strategies in a blended channel approach. Don’t cause clashing or competing
behaviors.
3. Create a dedicated ecommerce B2B manager role that manages the company’s B2B commerce portal. Implement a digital team
strategy, appoint ownership to an existing sales or service role, and identify process optimizations for service, sales, and PRM.
4. To ensure that sales and marketing leaders design in a customer-centric way, engage design thinking concepts.
5. Suggested solutions from self-service, such as Knowledge articles, help users solve cases quickly without interaction from agents.
6. Enable suggested articles when a partner, employee, or customer enters a new case. Configure the search engine to automatically
look for articles that have keywords in common with the admin-selected case fields.
7. To create optimizations in service for agents and channels, enable AI for machine learning.
8. Manage variations in relationships across the channel mix by creating a support steering committee that aligns with the
go-to-market strategy. Consider these angles for all variations.
• What teams are in place to support across programs?
• Are there enough resources to support?
• What is the plan to address resource scarcity?
• How are resources shared among the teams?
9. Ensure that actions reflect the desired customer perception of your company values by selecting and enabling customers with
the right capabilities.
10. Consider policies in areas such as customer claims management and return material authorizations (RMAs), channel partner
claims management, corrective action and preventive action (CAPA) root cause analysis, and supplier recovery.
38
Success Metrics
• Increase case deflection via self-service
• Increase customer satisfaction ratings
• Decrease service and support costs
• Increase customer retention rates
MESSAGING CHANNEL
Connect with your customers via messaging platforms such as SMS, Facebook Message, or WhatsApp.
Capability Maturity

Minimum Maturity Level 1 (Minimal) We support just one messaging platform.
Recommended Maturity Level 2 (Emerging) Our agents are trained to support multiple messaging channels.
We have defined key performance indicators for every chat channel
we support.
Best Practices
1. Identify priority chat channels, and locations and products to deploy messaging.
2. Organize your content to align to the right channels.
3. Establish operations and strategic key performance indicators.
4. Create and assign messaging permission sets.
5. Set up messaging channels.
6. Set up channels and routing.
7. Create auto-response messages and quick texts.
8. Test and deploy.
Success Metrics
• Increase case deflection numbers
• Increase first contact resolution rates
• Increase service and support sales amounts
• Reduce the number of agents needed per customer
CHATBOTS
Enable chatbots to deflect the most frequent support requests and improve agent workload.
Capability Maturity
39
Customer 360 Guide for Retail Banking Transform Service Engagements

Minimum Maturity Level 1 (Minimal) Chat is enabled. Basic conversation is available to customers for
specific products or services.
Recommended Maturity Level 2 (Emerging) Chatbots are enabled across most services and used to answer
routine questions.
Best Practices
1. Identify the most frequent support requests.
2. Create chat and chatbot use cases.
3. Define routing requirements.
4. Establish clear success measures, for example, bot escalation rates.
5. Identify key stakeholders within service and marketing for testing and design.
6. Configure and deploy.
7. Script chatbot dialogues and assign chatbots to the designated channel.
Success Metrics
• Increase the case deflection rate
• Increase the first contact resolution rate
• Increase service and support sales amount
• Reduce the number of agents needed per customer
Transform Service Engagements

Deliver more intelligent service by unifying retail bankers, operations staff, and support agents around a single, shared system.
Customers don’t want to repeat their story every time they interact with the bank. Repetition becomes frustrating, especially when the
customer has a complex service request that requires multiple touches and extended time to resolve.
Remove barriers by creating a connected, personalized experience across channels and locations. Connect AI to offload standard service
requests, speeding case resolution and giving bankers and agents more time to focus on complex requests. When engagements are
built around the customer journey, every channel and employee work from the same single source of truth in resolving requests.
Products
These products can help you create customer profiles.
• Financial Service Cloud
• Marketing Cloud
• Mulesoft
• Digital Engagement
40
Review the Banking Solution Architecture for Service Engagements Scenario on page 12 to learn about Salesforce architecture related
to this business scenario.
Solutions
Beginning
• Service Cloud: Agent Productivity Features (Accelerator)
• Service Cloud: Chat for Lightning (Accelerator)
• Service Cloud: Lightning (Accelerator)
• Service Cloud: Plan Your CTI Implementation (Accelerator)
• Service Cloud : Dashboards Fast Start (Accelerator)
• Service Cloud: Dashboard Design (Accelerator)
• Financial Services Cloud Basics
• Connect with Customers Using Financial Services Cloud
• How To: Service Cloud: Plan your CTI Implementation
Intermediate
• Service Cloud Einstein (Accelerator)
• Getting Started: Service Cloud: Einstein Bots (Accelerator)
• Service Cloud: Automate Work Distribution With Omni-Channel (Accelerator)
• Service Cloud: Automate Your Case Management (Accelerator)
• Service Cloud: Deploy Messaging (Accelerator)
• Connect with Customers Using Financial Services Cloud
• Financial Services Cloud Specialist
• Service Cloud: Automate Work Distribution With Omni-Channel (Accelerator)
• Service Cloud: Automate Your Case Management (Accelerator)
• Service Cloud: Deploy Messaging (Accelerator)
Advanced
• Get Started with Security Awareness
• Build Great APIs and Integrations with MuleSoft
• API Lifecycle Management with Anypoint Platform
• Go Digital Fast with the Salesforce Customer 360
• The Easiest Path from Salesforce Lead to Loan in Blend (AppExchange App)
• Streamline Account Opening with Onfido (AppExchange App)
41
• Conga Composer | Document Generation & Reporting for Salesforce Made Easy (AppExchange App)
• Q2 Lending - Powerful Digital Lending and Leasing Solutions (AppExchange App)
• Financial Services Cloud Administrator Guide
• Financial Services Cloud Developer Guide
• Financial Service Firms Find Value in APIs
Foundational Capabilities to Transform Service Engagements

Increase maturity and drive progress across the business by implementing customer-centric performance planning and a business
value model.
Marketing Capabilities to Transform Service Engagements
Create brand and offering awareness for customers, give the retail bank a rich, in-depth understanding of their customers, and
Foundational Capabilities to Transform Service Engagements

Increase maturity and drive progress across the business by implementing customer-centric performance planning and a business value
model.
CUSTOMER-CENTRIC PORTFOLIO PLANNING

Use a customer-centric and iterative process that focuses on defining a vision, strategy, and roadmap for products and services.
Capability Maturity

Minimum Maturity Level 3 (Practicing) Each line of business has a team that regularly documents and
updates clear business objectives and plans as strategies change.
Recommended Maturity Level 4 (Optimized) Development, security, and operations are on the same team. We
Best Practices
1. Start with a clear vision and strategy. Create business objectives, ways to achieve them, and metrics to measure progress.
2. To help understand vision and strategy from the customer and employee perspective of their journey, define stakeholders.
3. Document obstacles for each of your objectives, and create action plans for each one. Include technology and strategy adoption.
42
4. Define a formal strategy for communicating objectives, metrics, and obstacles. Ensure alignment among all stakeholders.
BUSINESS VALUE MODEL

Articulate business value during development and transformation. Establish strategic and operational key performance indicators (KPIs).
Capability Maturity

Minimum Maturity Level 2 (Emerging) We champion ideas and turn vision into outcome statements. We
don’t have a formal process for improving the speed from idea to
solution delivery.
Recommended Maturity Level 3 (Practicing) We use customer and business insights to inform all decisions by
leadership and individuals across the company.
Best Practices
1. Define a release roadmap for individual projects.
2. Maintain orchestrated release roadmaps and dates in a single location. Share visibility across lines of business.
3. Define backlog requirements using business priority.
Success Metrics
• Increase innovation speed to market
• Increase product feature success, adoption, and usage
• Reduce product failure and rework costs
• Attain more business KPIs such as revenue, cost savings, and efficiency
• Improve customer satisfaction (CSAT) and net promoter score (NPS)
Marketing Capabilities to Transform Service Engagements

Create brand and offering awareness for customers, give the retail bank a rich, in-depth understanding of their customers, and provide
customers with personalized guidance.
CUSTOMER SEGMENTATION
Divide shoppers and prospects into logical segments to inform customer experience strategy.
Capability Maturity

Minimum Maturity Level 3 (Practicing) We define customer segments based only on a combination of
demographics and behaviors.
43

Recommended Maturity Level 4 (Optimized) We define customer segments based on a combination of
demographics, behaviors, and attitudes.
Best Practices
1. Establish marketing goals for this segment.
2. Determine audience behavioral goals in context, for example, what a consumer can reasonably be expected to do in a specific
circumstance. Good sources of behavioral data include the following.
• Conversions
• Specific site section visitors
• Top funnel visitors
• Users who were exposed to or clicked digital media
• High value visitors
• Visitor churn
3. Formulate hypotheses about your audience that you want to validate with segment creation and analysis.
4. Before creating a segment, review existing segments to determine if they’re a potential match.
5. Create audience segments using multiple criteria including behavior, preferences, demographics, and lifestyle. Prioritize first-party
data over second-party data, and second-party data over third-party data.
6. Name segments according to a standard pattern. Include contextual words or abbreviations to make it easier to find and share
segments with others.
7. If possible, use recency and frequency information to modify your segment definitions.
8. Create an intuitive segment taxonomy (a classification schema, like a hierarchy or folders).
9. Examine the size of the audience. Consider whether it requires immediate nurturing to grow.
10. Determine if the segment is incremental to your existing or target audience. If not, modify criteria for inclusion in the segment.
11. Document and share the why, how, overlap, details, and persona of the segment you created.
PERSONA AND JOURNEY MAPPING

A journey map documents all the interactions a customer has with a brand around a single objective, product, or service. Organizations
use persona-driven journey mappings to better understand the unique needs and interactions of different types of customers.
Capability Maturity

Minimum Maturity Level 2 (Emerging) Key stakeholders and business units plan what they measure and
identify from a customer lifecycle.
44

Recommended Maturity Level 3 (Practicing) We have a human-centered design approach. We put user needs
and experiences at the center of decisions, business processes, and
technology deliveries.
Best Practices
1. Create a questionnaire that maps customer assets and liabilities into different segments.
2. Feed net worth into a segmentation model.
3. Maintain customer lifetime value (CLV) analytics across business lines to understand the customer’s commercial potential.
4. Consider which sales and service channels are profitable for the customer segment and margins.
5. Refresh data based on automated customer analytics such as tax filing and deposit information.
6. Assign customers to bankers based on their segment and needs.
Success Metrics
• Increase user adoption
• Decrease effort score
• Increase customer, user, and partner satisfaction
• Increase customer, employee, and partner retention
• Increase lifetime value
LIFE EVENTS MARKETING

Understand the life stage and life events such as owning a home, purchasing assets, making career mores, and having a family. Evaluate
and capture the customer’s financial skills.
Capability Maturity

Minimum Maturity Level 2 (Emerging) We consider whether to use leads or opportunities for referrals
depending on the required qualification process.
Recommended Maturity Level 3 (Practicing) We use a customer segmentation model based on legal and
commercial requirements related to their skills. We use
questionnaires for each channel, such as branches and self-service.
Best Practices
1. To understand sales potential and whitespace, use an individual Customer 360 record with relevant data from different lines of
business.
2. Integrate legacy systems. Use required data on the core Salesforce platform to make predictions.
45
3. Use Next Best Action. Have an adaptive model that recommends offerings based on likelihood to buy.
4. Consider whether to use leads or opportunities for referrals depending on the required qualification process.
5. Create and maintain a list of regulatory requirements related to customer skills and awareness and limitations they set.
6. Design a customer segmentation model based on legal and commercial requirements related to their skills. Consider professional
and non-professional investors. Define available journeys and offerings for each segment.
7. Create questionnaires for each channel, such as branches and self-service.
8. Use a customer questionnaire for each segment to evaluate their financial situation. Link answers to sales processes.
AUDIENCE ACTIVATION
Proactively target or suppress defined audiences in support of customer-centric marketing.
Capability Maturity

Minimum Maturity Level 2 (Emerging) Less than 25% of our campaigns include audience targeting.
Recommended Maturity Level 3 (Practicing) About 50% of our campaigns include audience targeting.
Best Practices
1. List all marketing campaigns and initiatives.
2. Identify which audiences to target or suppress.
3. To set realistic expectations, examine the match rates with the marketing platforms and partners where the segment is activated.
If the estimated size of the matched segment population is low, consider adding or activating more segments that don’t have
heavy overlap.
4. Depending on your campaign objectives and category, monitor audience reach and performance daily or weekly.
5. Classify and document each campaign, initiative, and audience using metadata descriptors.
6. Keep documents updated to understand overlapping targeting and audience targeting duplication.
7. Measure the percentage of marketing campaigns and initiatives that use targeting or suppression.
8. Create target percentages by quarter. Include data showing progress in monthly transformation roadmap reviews.
9. Report out monthly to senior marketing and executive leadership along with improvements in key progress indicators.
Success Metrics
• Acquire new customers
• Improve click-through rates
• Increase campaign ROI
• Reduce customer acquisition costs
• Increase CLV
46
Customer 360 Guide for Retail Banking Explore Solution Kits for Retail Banking
Explore Solution Kits for Retail Banking

Enhance your cross-cloud business by implementing one or more solution kits. Get product recommendations, workflow details, and
instructions to help you implement the solution from start to finish.
Related Content
Take Trailhead modules related to this solution.

• Salesforce Solution Kits: Quick Look
Solution Kit View in Salesforce Download Kit as a

Docs PDF
Deflect Retail Banking Cases View Now on page 47
Manage a high volume of customer case requests.
Deliver Seamless Journeys to Financial Services Customers View Now on page 54

Use Marketing Cloud tools and journeys to acquire, onboard, and engage
Financial Services customers.
Schedule Banking Appointments View Now on page 65

Implement scalable processes to let customers schedule appointments to meet
locally managed or customer-preferred social distancing preferences.
SEE ALSO:
Salesforce Solution Kits: Quick Look
Deflect Retail Banking Cases

Manage a high volume of customer service requests related to retail banking.
47
Customer 360 Guide for Retail Banking Deflect Retail Banking Cases
Get Started
This kit helps financial institutions handle a high volume of service requests. Salesforce cross cloud tools provide digital channels to
manage this anticipated volume. The tools in this solution kit address customer’s needs responsively while reducing traffic to call centers
and adding visibility to the process.
Explore system architecture related to this solution.

• Industry Blueprint for Retail Banking on page 1
• Reference Architecture for Retail Banking on page 3
• Solution Architecture for Retail Banking on page 6

• Customer 360 Guide for Retail: Quick Look
• Customer 360 Guides: Quick Look
This solution kit helps you:

• Drive customers to information and solutions delivered via digital channels.
• Automate simple case requests to offload call center volume.
• Deliver a personalized customer experience when you connect Service Cloud and Marketing Cloud.
• Limit human interactions on cases that require a phone conversation because of sensitive or specific information.
• Track the solution’s impact against your call center and financial portfolio.
Required Products
• Marketing Cloud Enterprise 2.0
• Einstein Bots
• Service Cloud
Workflow
Learn how data flows through the configurations when you deflect retail banking cases.
Design Considerations
Keep these design considerations in mind when you deflect retail banking cases.
48
Configurations
Use these configurations to deflect retail banking cases.
SEE ALSO:
Deliver Seamless Journey for Financial Services Customers
Coupon Redemption Solution Kit
Order on Behalf Of Solution Kit
View Order History and Cancel Orders Solution Kit
Personalized Marketing Recommendations Solution Kit
Transactional Emails Solution Kit
Workflow
Learn how data flows through the configurations when you deflect retail banking cases.
Workflow
This diagram illustrates the retail banking case deflection workflow.

1. Marketing Cloud creates a personalized email or ad campaign based on the customer’s profile.
2. The customer opens the email or campaign communication.
3. The customer is directed to the Experience Cloud portal for more information.
4. The chatbot affirms the customer’s eligibility based on profile attributes.
5. A case is created using the information the chatbot received.
6. Marketing Cloud updates the customer’s risk profile.
7. Marketing Cloud automatically triggers a follow-up request for the customer.
8. The customer receives updates via their preferred method of communication.
49
Related Content
Take the next steps in this implementation.

• Design Considerations
• Configurations
Keep these design considerations in mind when you deflect retail banking cases.
Key Considerations
Understand your choices when deflecting retail bank cases.
Use Einstein Bots vs Web-to-Case
To ease your service agent’s loads, consider Einstein Bots. Bots can answer questions, handle intake, and capture requests that don’t
require a person to respond. That frees your agents to handle more complex issues. Bots also can gather prechat information to save
your agents time. Use bots as a way to help deflect large volumes of cases. You can use Web-to-Case or existing process automation as
an alternative to bots.
Weigh Pros and Cons of an Experience Cloud Portal Versus an Existing Website
Experience Cloud portals provide an easy way to extend information that already resides in your CRM directly to customers. Your current
website and CRM practices can seem to adequately expose cases and any customer details that you’re tracking without taking on the
task of building a portal. And Your customers can also employ an existing website for capabilities such as single sign-on. However, after
you integrate its Experience Cloud portals integrated with your CRM, Experience Cloud portals offer you solution that requires little
development. The portals tie directly into your service platform and reduce traffic to your call center for high-volume requests.
Secure Your Experience Cloud Site
For public, unauthenticated portals, follow the best practices guidelines on securing your Experience Cloud site.
Secure Confidential Data
Use Salesforce Shield and platform encryption for your highly confidential data.
Performance and Scalability Considerations

The performance and scalability of your case deflection solution are crucial to its success.
Consider these attributes that enhance performance.
• Make user creation and registration lightweight and asynchronous. Consider performing operations in batches.
• Understand the performance implications of concurrency on landing pages. Perform robust performance testing to examine the
effects of custom components on a single page and the total registered users. Avoid hitting limits for Experience Cloud portals.
• Consider the design complexity of landing pages. Analyze the number of custom components on a single page and the complexity
of the sharing sets in your Salesforce environment.
• Improve performance by setting up a Salesforce Experience Cloud Content Delivery Network (CDN).
• Enable Event Monitoring and set up dashboards to watch front-end and back-end performance.
• Review the Concurrency Limits Module and volume-sensitive Governor Limits doc.
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Scaling under load is key to success. Work with your account team and CSM to determine the best approach if you expect new users to
be registered or created at high volumes in a short time. Consider these resources for more on scaling limitations and guardrails.
• Flow Limits and Considerations
• Experience Cloud Sites Usage Allocation
Recommended AppExchange Apps

Incorporating eSignature capability is a timesaving way to advance necessary document processing.
The DocuSign eSignature for Salesforce app is a powerful, convenient, and legal way to remotely register customer sign-off on necessary
documents.
Related Content
Review earlier steps in this solution.

• Workflow

• Configurations
Configurations
Use these configurations to deflect retail banking cases.
The Deflect Case Volume solution configures cross-cloud Salesforce products to work together. The key components are Marketing
Cloud, Customer Portals, Einstein Bots, and Service Cloud. Salesforce administrators can build dashboards to track and analyze the
solution.
Step 1: Configure the Campaign in Marketing Cloud

Find customers who are most likely to qualify for a request and target them with an email campaign. The email contains links to a
self-service customer portal.
Use Marketing Cloud to create a profile of at-risk customers. Then configure and launch an email campaign to invite customers to get
started on their requests via the portal.
• Setup Marketing Cloud Connect
• Build and configure the email campaign to target customers’ profiles most likely to be at risk.
• Set up mass emails to throttle down in anticipation of heavy response rate.
• Drive recipients to the customer authentication portal via a link in the email.
Step 2: Set Up a Customer Portal in Experience Cloud

Create a Knowledge Base (KB) with informative articles on case processing. Assign KB owners and create a process to update articles as
new laws and best practices emerge. Create a channel menu and an Einstein Bot to deflect call traffic and link to the KB.
The goal of this step is to create a self-service digital portal. The portal informs customers as they create case requests.
51
• Build out a Knowledge Base (KB) with articles that inform customers about COVID-19 topics with a focus on potential implementations
and the latest updates.
• Identify key personnel to update KB articles as changes in government mandates arise. Build out a review and approval process to
expedite those updates.
• To drive customers to digital channels, implement a channel menu.
• Consider audience-targeted content based on the customer profile in the Experience Cloud site.
• To handle basic call deflection and link to knowledge base articles, implement an Einstein Bot.
Step 3: Define Process Automation with an Einstein Bot

Gather existing customer and desired case data, and request customer buy-in on a preferred communication protocol to track progress.
Create a bot to update records across Salesforce Service Cloud.
This task assures that customer-provided data and case requests are processed and obtain buy-in from customer on how best to update
them.
• Gather data from the customer regarding the case request.
• Create an Einstein Bot that updates existing CRM platforms (Salesforce Service Cloud) with immediate short-term extensions to other
back-end processing systems.
• Validate that follow-ups to customers use their preferred contact methods and that customers have given consent to be contacted.
• Incorporate email follow-ups and confirmation with optional e-signature integration that confirm case requests.
• Identify the desired means of communication for future contact such as phone, email, or SMS.
Step 4: Configure Service Cloud to Manage Requests

Create a case management process to handle a range of high-volume case request scenarios. Set up an internal Knowledge Base to
inform decision-makers of the latest government and institutional mandates.
• Establish criteria for customers at further risk of default that divert them to the best available courses of action.
• Establish key milestones and escalation paths based on corporate standards and mandated government guidelines.
• Create custom record types, case routing, and management processes for case requests.
• Identify key document requirements and internal processes and procedures for verification.
• Create an internal KB containing article updates to CARES Act requirements.
• Link existing available information to case records.
• Create processes and workflows that support case processing.
Step 5: Configure Journey Builder in Marketing Cloud

Use Salesforce Marketing Cloud and Journey Builder to automate updates and notifications as customer cases are processed.
This key component task automates much of the case management, including issuing updates to customers. It does so by establishing
a process that is standardized yet responds to customer-specific concerns.
• Configure the entry event for Journey Interaction based on the customer profile in the case.
• To automate updates on cases and create tasks or any other follow-up actions for case servicing specialists, use Journey Builder
activities.
• Automate notification messages based on updates to case stages or customer-required steps. See Service Cloud case management.
• Include notifications that reflect the preference options offered to the customer in the bot and stored within the case data.
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Step 6: Use Dashboards to Track and Analyze the Solution

Create dashboards that follow key metrics. The dashboards provide insights into how well the solution is meeting expectations. Dashboard
reports can also indicate areas of improvement.
This key component task provides visibility to the success and impact of case deflections.
Identify and build dashboards that capture and display performance data for tracking the initiative, including:
• Call volume and throughput.
• Financial portfolio impacts.
• Current stage and process metrics.
• Call resolution metrics.
• Compliance documentation updates to customer facing and internal KBs.
Related Content

• Workflow
53
Customer 360 Guide for Retail Banking Deliver Seamless Journeys to Financial Services Customers
SEE ALSO:
Public Customer Community
Einstein Chatbot
Omni Channel Routing
Set Up Queus
Set-Up and Manage Salesforce Communities
Salesforce CMS
Manage Your Community’s Pages and Their Properties in Experience Builder
Admin Beginner
Service Cloud Basics
Service Cloud for Lighting Experience
Omni-Channel Readiness and Digital Engagement
Service Cloud Agent Productivity
Einstein Bot Basics
Getting Started: Platform: Application Security
Insights: Service Cloud: Dashboards Fast Start
How To: Service Cloud: Automate your Case Management
How To: Service Cloud: Design your Lightning Console
How To: Service Cloud: Automate Work Distribution with Omni-Channel
Getting Started: Service Cloud: Digital Engagement
Getting Started: Service Cloud: Einstein Bots
Getting Started: Community Cloud: Customer Community Fast Start
How to: Community Cloud: Build a Customer Community
How to: Community Cloud: Create a Public Knowledge Base
Deliver Seamless Journeys to Financial Services Customers

Use Marketing Cloud tools and journeys to acquire, onboard, and engage financial services customers.
54
Get Started


This kit provides a starting point in onboarding Financial Services clients. Use Salesforce data and Marketing Cloud tools to offer personalized
journeys. Interact with customers based on profile, interests, preferences, behavior, and needs. Deliver 1:1 digital experiences to end
consumers with personalized content across channel and device.
Deploy personalized and relevant journeys to engage with bankers, agents, and advisors. Interact during all phases of the financial agent’s
lifecycle, from onboarding new employees to on-going engagement and enablement.
• Deploy customer and employee journeys quickly using Salesforce data.
• Give your customers and agents a personalized and connected experience.
• Gain insights into your customer’s interests, needs, and preferences.
• Increase engagement, wallet share, and productivity.
Required Products
• Salesforce CRM, such as Financial Services Cloud, Sales Cloud
• Salesforce Scheduler for scheduling appointments
• Marketing Cloud with Journey Builder
• Marketing Cloud Connect Managed Package
• Deployment Manager on AppExchange
Implement This Solution
Workflow
Learn how data flows through the configurations when you deliver seamless journeys to financial services clients.
Keep these design considerations in mind when you deliver seamless journeys to financial services clients.
Configurations
Use these configurations to deliver seamless journeys to financial services clients.
Workflow
Learn how data flows through the configurations when you deliver seamless journeys to financial services clients.
55
Workflow
1. The customer schedules an appointment using the Salesforce Scheduler widget.

2. The Scheduler prompts the customer to select a location.
3. The customer picks from a list of appointment topics and available time slots.
4. The customer confirms the appointment, creating the event record.
5. The customer receives appointment confirmation, reminder, and follow-up emails.
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Understand the Flow of Data
1. Synchronized Data asynchronously runs and supports adds, updates, and deletes. The data supports standard objects, custom
objects, and community users.
2. Journey Builder Event includes data from Salesforce streaming into Journey Builder. The event supports adds, updates, standard
objects, custom objects, and community actions.
3. Automation Studio runs manually or on a schedule. The studio supports adds, updates, overwrites, reports, standard objects, and
custom objects.
4. Batch Sends to Campaigns or Reports runs manually or on a schedule. The batch sends support campaigns and reports. This option
represents a legacy integration.
5. Experience Cloud and Marketing Cloud Integration with Journey Builder supports 1:1 sends, email, SMS, multi-step, and multi-channel
campaign sends.
6. Journey Builder injects real-time customers into a journey based on any data or action in Salesforce (option 2). The builder supports
updating Salesforce with native Salesforce activities, account, campaign, member, case, contact, lead, convert lead, opportunity,
task, and an object activity (catch-all for any object).
7. Marketing Cloud batch sends engagement metrics and object-specific updates back to Salesforce.
57
Related Content

• Configurations
Keep these design considerations in mind when you deliver seamless journeys to financial services clients.
Before configuring these journeys in Marketing Cloud, create the recipients in Salesforce with a record ID. This action allows Marketing
Cloud to pass engagement data back to the record in Salesforce and avoid problems like not being able to join marketing and sales
data.
Marketing Cloud Connect

The Marketing Cloud Connect managed package combines the digital marketing capabilities of Marketing Cloud with the data
management, segmentation, and campaign management tools in Salesforce. When installed, you can create and execute 1:1 customer
journeys using the rich data captured in your Financial Services Cloud org and access powerful Marketing Cloud tools directly within
Salesforce.
Use this connector to:
• Automatically add customers to journeys based on the underlying Salesforce data and centrally managed decisioning criteria.
• Trigger Salesforce events such as task creation based on engagement or lack thereof in Journey Builder.
• Synchronize select customer and producer information between Salesforce CRM and Marketing Cloud.
• Synchronize Marketing Cloud-CRM subscriber status.
• View email tracking data at the client and aggregate level in CRM.
• View and report on Journey Builder engagement data.
Deployment Manager
Use Marketing Cloud’s Deployment Manager on AppExchange to quickly deploy the journey snapshots Salesforce provides by dragging
and dropping a JSON file into the Marketing Cloud app. In addition to deploying journey snapshots, Deployment Manager allows you
to quickly copy:
• Data extensions
• Attribute groups in the Contact Builder data model
• Automations in Automation Studio
Related Content

• Workflow
58
• Configurations
SEE ALSO:
Marketing Cloud Connect Documentation
Deployment Manager App Download
Deployment Manager Documentation
Journey Builder Documentation
Configurations
Use these configurations to deliver seamless journeys to financial services clients.
Create Marketing Cloud Journeys

These steps assume that you completed the product and pricing setup and reviewed or implemented quote to cart solutions. Synchronize
products and price lists between B2B Commerce and CPQ.
Step 1: Download journey snapshot JSON files from GitHub
Log in to GitHub, and then download the journey template JSON files from Salesforce’s GitHub site.
Step 2: Use Deployment Manager to deploy the snapshot
1. In Marketing Cloud, navigate to AppExchange, and then go to Deployment Manager.
2. Select Deploy Snapshot.
3. Drag the JSON file from GitHub onto the screen, click Deploy, and then confirm the deployment.
Step 3: Configure the Journey Entry event
1. Navigate to Journey Builder.
2. Click the Salesforce Scheduler Appointment journey created by the Deployment Manager.
3. From the left-hand toolbox, drag the Salesforce Data entry event onto the empty entry event circle in the journey.
4. Click the entry event, and select Salesforce Data: Use this event to power a journey based on your Salesforce data.
5. Define the Entry Source. For Select Object, select ServiceAppointment.
a. For Select who to inject into the journey, select ServiceAppointment: Account ID (PersonAccount). It appears in the Selected
Object panel on the right.
b. Click Next.
6. Select Is Created for Entry Criteria.

7. Select nothing for Filter Criteria, and then click Next.
8. Select fields for Entry Data.
a. For Account ID (PersonAccount), select Account ID, Contact ID, and Email.
b. For ServiceAppointment, select Service Appointment ID, Scheduled Start, Scheduled End, Appointment Type, Description,
Street, State, and Zip.
9. Review the Summary fields.
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Who Object Action Entry Data

Account ID (PersonAccount) ServiceAppointment Created; ServiceAppointment:ParentRecord:Account:Id
ServcieApponi tmentP: arentRecordA
: ccountP: ersonContactdI
ServiceAppointment:Account:PersonEmail
ServiceAppointment:Id
ServiceAppointment:SchedStartTime
ServiceAppointment:SchedEndTime
ServiceAppointment:AppointmentType
ServiceAppointment:Description
ServiceAppointment:Street
ServiceAppointment:City
ServiceAppointment:State
ServiceAppointment:PostalCode
10. Click Done.

Step 4: Create the emails used in the journey
This solution kit assumes there are three emails in this journey:
1. Appointment Confirmation
2. Appointment Reminder
3. Post-Appointment Survey
Your email creation process and brand guidelines are unique to your business. Use the Entry Event data fields outlined in Step 3 to
include appointment details in the body of the email using AMPscript.
Step 5: Configure the Wait Activities using ServiceAppointment object data
The Scheduled Start and Scheduled End fields are Date-type fields and were included in the journey entry event. Use them to trigger
the Appointment Reminder and Post-Appointment Survey emails.
1. Click the first Wait By Attribute step in the journey.
2. Click Select Attribute.
3. Select Journey Data, then Entry: Salesforce Scheduler Appointment, and then ServiceAppointment:SchedStartTime.
4. Click Summary.
5. Change the Wait Interval to 1 day before ServiceAppointment:SchedStartTime.
6. Click the second Wait by Attribute step in the journey.
7. Click Select Attribute.
8. Select Journey Data, then Entry: Salesforce Scheduler Appointment, and then ServiceAppointment:SchedEndTime.
9. Click Summary.
10. Keep 1 day after ServiceAppointment:SchedEndTime for the Wait Interval.
Step 6: Configure the journey settings
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1. Click the gear icon, then Journey Settings.

2. Select Re-entry only after exiting for Contact Entry, or choose a different option based on your organization.
3. Under Default Email Address, keep ServiceAppointment:Account:PersonEmail for Use Email Attribute from Entry Source.
4. Click Done.
Step 7: Activate the journey
Activate the journey, and start scheduling appointments in Financial Services Cloud.
More Customer Journey Examples

Create more journeys by following similar workflows using journey templates downloaded from GitHub.
These five example journeys include a brief description, a screenshot of the overall flow, and information about how to create the entry
event.
Entry events use real-time Salesforce data.
• Contact ID or Person Account ID or Lead ID
• Email Address
• ‘HasOptedOutOfEmail’ field
New Application
This journey guides a prospect or existing customer through an application process after new opportunity creation. Use the Journey
Builder email tracking and engagement to update and follow up on tasks for the banker. It uses random splitting for people not engaged
with the initial message to test various subject lines and creative content. This journey reinforces with more channels such as
advertisements.
Include the following in the Opportunity event.

• Who: Primary_Contact__r ID (Contact)
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• Object: Opportunity
• Action: Created
• Entry Data (minimum):
– Opportunity:Id Opportunity:Primary_Contact__r:Id
– Opportunity:Primary_Contact__r:Email
– Opportunity:Primary_Contact__r:HasOptedOutOfEmail
New Customer Onboarding

Guide new customers through an engaging onboarding process to encourage them to download the mobile app and set their
communication preferences, such as channel and frequency. To trigger the journey, Salesforce adds customers to an Onboarding
Campaign. Salesforce updates the Campaign Member status upon completion.
Include the following in the Salesforce Campaign event.

• Who: Contact ID/Lead ID (Contacts and Leads)
• Object CampaignMember
• ActionCTION: Created
• Criteria: *Your Company’s Onboarding Campaign*
– CampaignMember:Id
– CampaignMember:Common:Id
– CampaignMember:Common:Email
– CampaignMember:Common:HasOptedOutOfEmail
Event Invitation
This journey promotes an in-person or remote event, powered by an event campaign set up in Salesforce. It uses engagement splitting
to maximize registration and then to remind and follow up with attendees and people who registered but didn’t attend.
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Include the following in the Salesforce Campaign event.

• Object: CampaignMember
• Action: Created;
• Criteria: *Your Company’s Event Campaign*
– CampaignMember:Campaign:Id
– CampaignMember:Campaign:EndDate
– CampaignMember:Campaign:StartDate
– CampaignMember:Id; CampaignMember:Status
– CampaignMember:Common:Id
– CampaignMember:Common:Email
– CampaignMember:Common:HasOptedOutOfEmail
Wait By Attribute Activity: This example assumes that sending invitations creates the Campaign Start Date. The date of the event itself
is the End Date.
Configure the Salesforce Campaign Status to be Invited, Registered, and Attended. Use these statuses as the decision split before the
reminder email and follow-up emails.
Service Follow-up
This simple journey triggers when a customer’s case (or claim) closes. The goal is to gather feedback about the service experience and
track the engagement to remind customers of the feedback request if they don’t complete the survey.
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Include the following in the Salesforce Data > Case event.

• Who: Account ID (PersonAccount)
• Object: Case
• Action: Updated
• Criteria: Case:AccountId WASSET AND Case:Status EQUALS Closed
• Entry Data (minimum): Case:Account:Id; Case:Account:PersonContactId; Case:Id; Case:CaseNumber; Case:Subject
Agent Recruiting Journey
The purpose of this journey is to drive engagement with prospective agents while they explore offerings and benefits to their business
and customers. This journey assumes that prospective agents are part of a Campaign in Salesforce before entering the journey.
Include the following in the Salesforce Campaign entry event.

• Object: CampaignMember
• Action: Created;
• Criteria: *Your Company’s Event Campaign*
• Entry Data: CampaignMember:Id; CampaignMember:FirstName; CampaignMember:LastName; CampaignMember:Common:Id;
CampaignMember:Common:Email; CampaignMember:Common:HasOptedOutOfEmail;
64
Customer 360 Guide for Retail Banking Schedule Banking Appointments
Related Content

• Workflow
Schedule Banking Appointments

Implement scalable processes to let customers schedule banking appointments.
Get Started


As we look ahead, there’s no script for how the world returns to work and customers go back into banks. Providing safe banking
experiences to customers increases the opportunity to cultivate relationships and deliver products and services in a changed world.
Enabling scheduling helps banks assign resources more efficiently and better address customers’ shifting needs. As the world starts to
socialize again, an increase in appointment requests is likely to strain resources.
• Enable customers to self-schedule appointments from your external site.
• Allow appointments by location based on bank capacity, resources, or assets managed.
• Solve for logistics and personalization to deliver efficient, personalized appointments using Salesforce data.
Required Products
• One or more of these clouds:
65
– Financial Services Cloud

– Sales Cloud
– Service Cloud
– Industries, for example, Health, Manufacturing, Consumer Goods, Work.com, Experience Apps
• Salesforce Scheduler Permission Set License

– One license per schedulable asset or resource
Salesforce Scheduler
Use Salesforce Scheduler as the basis for your appointment booking system. Salesforce Scheduler supports location- and capacity-controlled
booking use cases. Let customers set appointments with specialized resources, such as a particular retail associate or based on skills
needed.
Asset scheduling moves beyond solely resource-booked appointments to provide scheduling based on more complex needs. Allow
customers to book based on factors such as bank capacity, private room availability, or in socially distanced time slots for in-bank
transactions. Schedule unlimited assets in the same functionality provided for resource-based booking.
General Information
• Salesforce Scheduler isn’t available for Platform User license with Resource Schedules.
• Salesforce Scheduler isn’t available for orgs with Field Service installed.
• Lightning Experience must be turned on for the org before Salesforce Scheduler can be enabled.
Functionality Considerations
• Guest Site User Inbound Scheduling allows an unauthenticated user to schedule an appointment.
– Enable a Experience Cloud Site or a Salesforce Site.
– If your scheduling process allows for unauthenticated scheduling, configure the Portal and Organizational Sharing for guest user
access.
• External Sites using Embedded Services are able to expose the inbound scheduling without authentication of the customer via
Lightning Out Apps.
• To access Salesforce Scheduler, customers must be using a supported web browser.
Flow Builder Considerations
• Start from Salesforce Scheduler Standard Flow Template. Configure a personalized experience by enhancing flow templates with
Flow Lightning Components or Apex Actions.
Use API or customer components to support use cases where mobile responsiveness and multiple timezone booking requirements
are critical. When designing custom API solutions, review templates for workflow considerations.
• Scheduler flows can be used in Communities and Embedded Services, or they can be extended through custom Lightning Components
and APIs.
Tip: To customize standard flow templates, first clone the template from the flow designer.
Outbound Scheduling
• Invoke outbound (employee-driven) scheduling flow from account, opportunity, and lead record pages in Salesforce using the
Schedule Appointment Lightning Action.
Inbound Scheduling
• Invoke inbound (customer-driven self-service) scheduling flow.
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• Authenticated customers can schedule and modify appointments in an Experience Cloud site, or externally from a company website.
Enable Salesforce Identity to let end-customers authenticate with Salesforce to book and schedule appointments.
General Limits
• Salesforce Scheduler limits and limitations apply.
• For guest users, times are displayed using the site’s default time zone, not the customer’s current time zone.
Implement This Solution
Workflow
Learn how data flows through the configurations when you schedule banking appointments.
Keep these design considerations in mind when you schedule banking appointments.
Configurations
Use these configurations to schedule banking appointments.
SEE ALSO:
Salesforce Scheduler Developer Guide
Create and Manage Inbound Appointments in Salesforce Scheduler
Create and Manage Outbound Appointments in Salesforce Scheduler
Set Up Inbound Scheduling
Workflow
Learn how data flows through the configurations when you schedule banking appointments.
67
Workflow
1. The customer requests to book an appointment.

2. The customer is prompted to select a location.
3. The customer is prompted to select a resource and a time slot.
4. The customer confirms their selections.
5. Salesforce creates an event and processes transactional workflows.
6. The customer continues browsing the website.
Related Content

• Configurations
Keep these design considerations in mind when you schedule banking appointments.
Discovery
1. Craft a central vision by deciding on the scope of your changes, identifying a team, and defining key performance indicators.
68
2. Identify which tools offer the functionality or levels of customization that meet your requirements.
• Consider the functional, performance, and scalability requirements.
3. Identify use cases and scenarios. Consider the following.

Who
Customers, guests, or unauthenticated users.
What
• Resources are people or assets. People to schedule can include cashiers, sales reps, and curbside service agents. Assets can
include room capacity, parking spaces, office spaces, or tangible items.
• Consider whether resources have skills.
How
• Inbound Scheduler; Customer Self-Service to booking.
• Outbound Scheduler; Scheduled by associates on behalf of a customer request.
• Identify Accepted Channels: Website, Chat, chatbot, Self-Service Portal, Customer Portal, or SMS.
Where
• Is the appointment virtual, in-store, for a parking spot, a scheduled room, or in some other location?
• Consider locations, time zones, and other localized information.
Key Cross-Cloud Considerations

By implementing an appropriate cross-cloud engagement data model with Salesforce Scheduler, you can unlock REST and SOAP API
access across Commerce Cloud, Service Cloud, and Marketing Cloud. Seamlessly pass data attribute properties to systems for the workflows
and use cases.
Salesforce Platform Keys
• Contact ID or Person Contact ID: Represents the business contact or the contact related to a person account.
• Account ID: Represents the account with which a contact is associated.
• Lead ID: By default, a lead is created when a guest books an appointment. To verify the correct human profile for the scheduled
engagement, we recommend converting leads to an account and contact or to a person account.
Note: Lead use can result in poor cross-cloud data quality. Converting leads to contacts creates duplicate keys in Marketing
Cloud. To avoid duplicate records, never synchronize or send to leads via Marketing Cloud Connect. To better facilitate the
data orchestration if the Marketing Cloud Connect feature is needed, use account and contact data or the person account. To
learn more about data modeling, review the Cross-Cloud Engagement Data Models solution kit.
Performance and Scalability Considerations

• When using both Asset Scheduling and Event Management, calendar sync doesn’t occur for appointments assigned to an asset-based
service resource because there’s no underlying user record.
• Resource absences can be used to block availability for the asset-based service resource. For example, if the asset was unavailable
due to other factors, like required maintenance.
• You can’t set the owner of a service appointment to the underlying user of an asset-based service resource because there’s no
underlying user.
• When planning to use Salesforce Scheduler and an integration to Event Synchronizing, use Einstein Activity Capture to sync contacts
and events between Microsoft or Google applications and Salesforce.
69
• Salesforce doesn’t recommend using Lightning Sync with Outlook. Users can incur limitations above 30,000 requests per hour.
Starting in Winter ’21, Lightning Sync isn’t available to new Salesforce customers.
• Note high volume use cases up front to best design technical architectures and platform events or API strategies to facilitate high
volume concurrent customer requests. For more on limit considerations, refer to the Salesforce Developer Limits and Allocations
Quick Reference.
• Salesforce applies a limit on the number of API calls per 24-hour period. The limit is based on the Salesforce edition type and number
of licenses. Consider timezone limitations on guest users.
Related Content

• Workflow

• Configurations
Configurations
Use these configurations to schedule banking appointments.
Prerequisites
• The appointment time slots are determined based on your Salesforce Scheduler data model configurations. Before setting up
Salesforce Scheduler, set up these items.
– Setup for Service Resources, Assets, Service Territory Members, Work Type Groups, Work Types, Work Type Group Members, and
Service Territory Work Types.
• If your use case requires Guest Scheduling, configure Guest Profile Access. Set the default timezone for the guest user profile for the
Scheduler. Extra customization is required to support the timezone mapping for guest appointments passed via APIs when flow
templates don’t support use cases.
• Set Organization Wide Sharing for external access to default to Public Read Only on the following objects.
– Work Type
– Work Type Group
– Service Resource
– Service Territory
– User
• To allow a guest to schedule appointments, update the Guest User Profile to allow guests users to:
– Run Flows
– Edit Events
• Create sharing rules for guest users.

– Determine which records to expose to your site’s guests.
– Set create criteria-based record-sharing rules to match your business process for the following objects.
70
• Service Resource
• Service Territory
• Work Type
• Work Type Group
• Optionally, configure field level security for the Asset field on the Service Resource object.
– The Asset field becomes available only when your Salesforce org has an Asset Scheduling license enabled and provisioned in
the instance.
– Grant Edit permission to profiles that book appointments, including guest profiles.
• Add the Asset field to the page layout for the Service Resource object.
Note: Unauthenticated users need defined sharing rules to access records required for the Inbound New Guest Appointment
flow. This flow includes Embedded Services hosted in an Experience Cloud site or external site.
Technical Architecture
Choose how you want to customize, extend, or enhance Salesforce Scheduler from available implementation approaches. Study the
data model alongside Scheduler and Candidates API functionality.
Appointment scheduling can be enabled using low-code or high-code methods. However, each option offers trade-offs and advantages.
Review capabilities and limitations of tools available on the Salesforce platform to help define the best approach to support your business
process. Consider the available skills of your team as you make your choices.
Keep in mind other ways to extend the Salesforce Scheduler.
• Chatbots
• Email and SMS
• Event Management and Sync
Declarative Low Development Appointment Setup
• This option requires minimal development, but styling options are limited and testing is completed manually.
• Use the Standard Flow Template configuration with configurable customizations from Flow Builders.
• Use the Embedded Service component to add Salesforce Scheduler in a Salesforce Experience Builder site.
• To enable Salesforce Scheduler, use Experience Builder and Lightning Template with standard embedded services component
configuration. Use the Embedded Service components in a Scheduler component, Live Agent Chat, or chatbot.
Low Development Appointment Setup
• Enable Salesforce Scheduler on an external website. Testing is completed manually.
• This option allows for moderate customizations.
• Use Scheduler through the Embedded Service component.
• Add a Lightning Out dependency app to your external website that gives unauthenticated users access to the Inbound New
Guest Appointment standard flow template.
Moderate Development Appointment Setup
• In this option, use custom code and APIs to customize and host Salesforce Scheduler on an external website. Testing can be
automated.
• To make it available to guest users on your external website, add the ltng:allowGuestAccess interface to your Lightning Out
dependency app.
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– This interface lets you build your app with Aura components and deploy it anywhere and to anyone. If a user is authenticated
with the Lightning Out endpoint, the session must be set in $Lightning.use().
Note: The ltng:allowGuestAccess interface is only usable in orgs that have Communities enabled. The Lightning Out app is
associated with all site endpoints that you defined in the org.
High Development Appointment Setup
• Create a custom scheduler component on an external website and automate testing.
• Use a Lightning Out dependency app to apply Lightning Web Components or Aura components to manage screens and
scheduling processes.
• Use REST API to gain full style control. The getAppointmentCandidates() and getAppointmentSlots() functions retrieve the
appropriate candidates and appointment slots.
• Use Salesforce Scheduler Resources in Connect REST API to create service appointments, assign resources, and create leads.
Further customize the user experience to filter or sort Service Territories using radius, latitude, longitude, sortBy, and sortOrder
properties.
Virtual Meeting Experience

AppExchange packages provide options for extending Salesforce Scheduler capabilities, such as providing virtual customer engagements.
Note: AppExchange solutions are reflective of third-party applications outside of Salesforce. Customers make their own
determinations when picking a particular AppExchange provider. Select a partner that best meets your business needs.
Screenmeet
• Installing Screenmeet in your Salesforce Org
• APEX API Reference
Recursive Labs
• Data Sheet
SightCall
Glance
• Glance for Salesforce Setup Guide
Related Content

• Workflow
SEE ALSO:
Salesforce Architect Blog: Introducing the Architect Decision Guides
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Customer 360 Guide for Retail

Customer 360 Guide for Retail Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Industry Blueprint for Retail Banking

Industry Blueprint for Retail Banking

• Gain alignment among key business process stakeholders.

Reference Architecture for Retail Banking

Mapping Platform Capabilities to Salesforce

Solution Architecture for Retail Banking

Retail Banking Solution Architecture with Key Clouds

Retail Banking Solution Architecture with Connectors

Retail Banking Business Scenario Solution Architectures

Solution Architecture for Retail Banking Customer Onboarding

Solution Architecture for Retail Banking Customer Onboarding

• A known, named lead

Banking Solution Architecture for Compliance Scenario

Banking Solution Architecture for Digital Experiences Scenario

Banking Solution Architecture for Service Engagements Scenario

Business Scenarios for Retail Banking

Get the Most Out of Best Practices

Explore Retail Banking Business Scenarios

Optimize Customer Onboarding

Optimize Customer Onboarding

Foundational Capabilities to Optimize Customer Onboarding

Foundational Capabilities to Optimize Customer Onboarding

CASCADING BUSINESS GOALS

Type Level Description

Type Level Description

6. Maintain a backlog of user stories.

RESEARCH AND DESIGN PRACTICE

Type Level Description

Type Level Description

Type Level Description

Type Level Description

INFORMATION AND DATA ARCHITECTURE

Type Level Description

Type Level Description

• Increase data accuracy and trust

COMPLIANCE AND RISK MITIGATION

Type Level Description

Marketing Capabilities to Optimize Customer Onboarding

Type Level Description

Type Level Description

Type Level Description

Enable Operational Compliance

• Explore Integration Patterns and Practices

Foundational Capabilities to Enable Operational Compliance

Foundational Capabilities to Enable Operational Compliance

AUTOMATION AND TOOLING

Type Level Description

Type Level Description

SECURELY MANAGE THIRD-PARTY INTEGRATIONS

Type Level Description

Type Level Description

5. Ensure that automation is in place and focused on continuous improvement.

INFORMATION AND DATA ARCHITECTURE

Type Level Description

Type Level Description

COMPLIANCE AND RISK MITIGATION